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Tommy Hilfiger launches Roblox digital fashion collaboration

Jeremy Lim
17 December 2021

Tommy Hilfiger has entered the Roblox community with the launch of an exclusive digital fashion collection designed by eight user-generated content creators.

The Tommy x Roblox Creators collection is the latest range of apparel and accessories made available on the online game platform which boasts 43.2 million daily active users, as fashion brands including Nike, Vans and Ralph Lauren begin to leverage on virtual fashion in peer-to-peer marketplaces to immersive virtual reality experiences.

The collaboration offers 30 digital fashion items in 2D and 3D skins, which are available for purchase now in the Roblox avatar marketplace. Featuring classic Tommy styles with a creative twist by Roblox's UGC (User Generated content) creators, highlights of the collection includes a Tommy Jeans backpack designed by @PolarcubArt, a nylon cross body bag and skateboard designed by @MiracleDropsRBX, a Tommy headset designed by @Zealocity as well as multiple reinterpretations on the classic Tommy jeans.

UGC creators @rightIess and @Shift4D also crafted editorial concepts and produced a trailer of four looks set against a backdrop of New York City.

Hilfiger said in a press release: "I love how the brand has already been unofficially adopted into the Roblox platform, with users creating their own Tommy Hilfiger styles. We couldn’t pass the chance of partnering with some of these fans to take this self-expression one step further, empowering them to bring their creative twist to official brand styles."

The American fashion brand previously partnered with in-game creators of Nintendo’s Animal Crossing: New Horizons, building the "Tommy Island" for players to visit, explore and shop digital collections in 2020.

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