Boohoo makes first trip into the metaverse in Paris Hilton link

By

Nigel TAYLOR

Published
Feb 18, 2022

In its introduction to the metaverse, fast-fashion retailer Boohoo is teaming up with its former fashion ambassador Paris Hilton to advertise on her virtual Fashion Week platform in Paris World which opened Friday.

In “a natural and strategic next step for the brand”, Boohoo also claims to be the first brand to advertise in the metaverse during a Fashion Week event.

It’s displaying two prominent billboards located at the entrance area to the event with the online fashion retailer working with out-of-home (OOH) media buying company MilkMoney to secure and develop the billboard content.

Hilton’s Paris World, which features on gaming platform Roblox, “is positioned to become the leading persistent always-on celebrity world in the Metaverse with updates daily, live events weekly, and specialty programming”, Hilton's company said. 

Hilton added: “Billboards are a part of our everyday lives and it should be no different in the metaverse. When I spoke to the MilkMoney team, it was clear they shared the same vision for what Paris World can offer and how to reach consumers and fans, and it’s awesome to be launching our first billboard campaign with Boohoo, a brand I’ve always loved.”

The Fashion Week event in Paris World opened to the public giving fans and customers access to a VIP Fashion Show event featuring Paris Hilton and other top Roblox designers, celebrities and influencers via a private server. 

A virtual public fashion show will be filmed and premiered on Hilton’s YouTube channel on 19 February, available to viewers globally.