// Boohoo has bought two billboards at a virtual fashion world held in Paris Hilton’s ‘Paris World’, which is hosted on the Roblox platform
// Boohoo is the first retailer to advertise in the metaverse during fashion week
Boohoo has teamed up with reality star Paris Hilton to launch a marketing campaign in the metaverse.
Boohoo has snapped up two billboards at a virtual fashion world held in ‘Paris World’ on the Roblox platform, a world of online games where users interact as avatars and receive daily updates and live events.
The online fashion retailer has worked with MilkMoney, a marketplace for out-of-home media buying, to secure billboard inventory.
It is the first brand to advertise in the metaverse during Fashion Week, pitched as “a natural and strategic next step for the brand”.
Boohoo has not disclosed how much it paid to advertise on the virtual billboards.
Hilton said: “Billboards are a part of our everyday lives and it should be no different in the metaverse…It’s awesome to be launching our first billboard campaign with Boohoo, a brand I’ve always loved.”
The Paris’ World fashion week will be open to the public and will give users access to a VIP Fashion Show event featuring Paris Hilton and other top Roblox designers, celebrities and influencers on Friday.