boohoo Makes Metaverse Move with Paris Hilton Fashion Week 


Online fashion retailer boohoo has teamed up with entrepreneur and reality TV star Paris Hilton for her virtual Fashion Week, which will be held in Paris World (an island built in Roblox).

boohoo has worked with MilkMoney, a marketplace for out-of-home (OOH) 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”.

Paris World on Roblox provides updates daily, live events weekly, and specialty programming. boohoo will display two billboards in Paris World during Fashion Week, which will be located at the entrance area to the event.

“Billboards are a part of our everyday lives and it should be no different in the metaverse,” says Hilton, a former boohoo ambassador.

“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.”

Fashion Week will be open to the public and will give fans and customers access to a VIP fashion show event, taking place today and featuring Hilton and other top Roblox designers, celebrities and influencers via a private server.

A virtual fashion show will be filmed and premiered tomorrow on Hilton’s YouTube channel.