Fashion retailer Boohoo has teamed up with Paris Hilton to promote the brand at the star’s virtual fashion week, marking her first foray into the metaverse.
At the event, held at Hilton’s recently opened Paris World, the retailer secured a series of billboards created in partnership with out-of-home media marketplace MilkMoney.
“Advertising space is part of our everyday lives and it should be no different in the Metaverse,” Hilton said in a press release.
“When I spoke to Sam and the MilkMoney team, it was clear that they share the same vision for what Paris World offers and how to reach consumers and fans. It’s great to launch our first ad campaign with Boohoo, a brand I’ve always loved,” she added.
Hilton, who is also a former Boohoo Ambassador, launched Paris World via Roblox as a metaverse version of the Always-on Celebrity World. The Fashion Week event, which was open to the public and featured a digital Hilton and other Roblox designers and influencers, was filmed and premiered on YouTube to bring it to viewers worldwide.
The event, which took place over the weekend, featured a star-studded panel of judges, with performances from drag queen star Gottmik, designer Nicola Formichetti and gaming vlogger Leah Ashe, as well as five Roblox designers, each presenting tech virtual designs on the digital runway.
This translated article originally appeared on FashionUnited.uk.