Boohoo partners with Paris Hilton's virtual fashion week

Global fashion retailer Boohoo is teaming up with former brand ambassador Paris Hilton to launch its first marketing campaign in the metaverse.

The retailer will display two billboards at a virtual fashion week held at Paris World, an island built in gaming platform Roblox, which will be located at the entrance area to the event.

The billboard inventory was secured with MilkMoney, a marketplace for out-of-home (OOH) media buying, with Boohoo describing the move as "a natural and strategic next step for the brand".

Boohoo did not disclosed how much it paid to advertise on the virtual billboards.

Hilton is running a fashion week in virtual reality on Roblox, with Paris' World positioned to become the leading always-on celebrity world in the metaverse with updates daily, live events weekly, and specialty programming.

In a press statement, Paris Hilton, CEO of Paris Hilton Entertainment said: "Billboards are a part of our everyday lives and it should be no different in the metaverse. When I spoke to Sam and 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."

Loved hanging with you all in #ParisWorld for my birthday! 🌈🥳 #BestBirthdayEver 🥰💝🎂 pic.twitter.com/0oxLSmfSmm

— ParisHilton.eth (@ParisHilton) February 18, 2022

The Fashion Week event in Paris’ World will be open to the public and will offer fans and customers access to a VIP Fashion Show event featuring Hilton, Roblox designers, celebrities and influencers on 18 February via a private server.

A virtual Fashion show will be filmed and premiered on Paris’ YouTube channel on 19 February, which will be public and available to viewers globally.