Tommy Hilfiger, a premium fashion brand, has announced a partnership with eight Roblox user-generated content (UGC), designers to create a collection featuring thirty digital fashion pieces players can use for dressing their avatars.
The Tommy x Roblox Creators collection can be purchased through the global marketplace. The brand’s signature designs are used as inspiration for the design of the looks. UGC creators add their own twists to the designs.
There are a Tommy Jeans bucket hat, a Tommy Jeans backpack and a head bow. Also, a headset, 20 2D skins from two designers and a headset. Partner were allowed to interpret brand pieces in 2D and 3D digital formats.
Hilfiger released, “I love the way the brand has already unofficially been adopted into Roblox, with users creating Tommy Hilfiger style designs,” We couldn’t refuse the opportunity to partner with some of these fans, empowering them and their creativity to add their own unique twist to official brand style.
Hilfiger joins a growing number of brands and designers who are using Roblox to give a digital version of their collections. Ralph Lauren, Nike, and Vans are just a few of the many brands that have joined Roblox to offer immersive experiences.
Hilfiger isn’t the first to explore digital space. The brand has partnered with Nintendo’s Animal Crossing: New Horizons in 2020 to create the “Tommy Island” for digital collection exploration and shopping.