Anyone who doubts the Metaverse need only check the popularity of Roblox. The online game platform and game creation system boasts 43.2 million daily active users, and it allows those users to show off their individuality with a series of in-game purchases, like skins and digital fashion, much of which is created by users of the game.
Tommy Hilfiger recognizes the power of Roblox, and so the American fashion brand is proud to announce a special Roblox-exclusive collection designed by eight user-generated content creators.
“I love how the brand has already been unofficially adopted into the Roblox platform, with users creating their own Tommy Hilfiger styles,” Hilfiger says in a press release. “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.”
Dubbed the “Tommy x Roblox Creators” collection, the collaboration sees these UGC creators put their own twist on classic Tommy styles. User @PolarcubArt took on the Tommy Jeans backpack, while @MiracleDropsRBX designed a nylon cross body bag and a unique skateboard.
There are a couple reinterpretations on the classic Tommy jeans; one from @Blizzei_ infused who added lots of personality to the 2D skins, and 10 from @Missmudmaam_mmm. Users can complete their looks with @RynityRift’s bucket hat or head bow, and @Zealocity Tommy headset.
Editorial concepts were crafted by @rightIess, and @Shift4D produced a trailer of four looks set against a backdrop of New York City.
All in all, there are 30 digital fashion items available for purchase now in the Roblox Avatar Marketplace.
User-generated content is at the heart of the Roblox platform. The game is really a system of worlds, each of which is built by Roblox users. It becomes more than just a game, but rather a meeting place for users, often-times school-age kids, to hang out with their friends when they can’t physically be together.
This isn’t Tommy Hilfiger’s first time working with a gaming brand, either. In Fall of 2020, Hilfiger teamed with wildly-popular Nintendo platform Animal Crossing: New Horizons on a first-of-its-kind brand activation called “Tommy Island.” Players could come to the in-game destination to chat and shop the Tommy Hilfiger styles in real-time.
The future is evolving, and Hilfiger is determined to be a part of the digital frontier. Learn more via Roblox.
Photography by: Courtesy of Tommy Hilfiger x Roblox; @rightIess