Tommy Hilfiger has created a virtual clothing collection for Roblox

After partnering with "Animal Crossing: New Horizons" in fall 2020, the Tommy Hilfiger brand is making another foray into the metaverse with a virtual clothing collection aimed at the avatars of users on the Roblox platform. The American label has asked eight user-generated content creators from the Roblox community to reinterpret some of its most iconic pieces.

A new playground for luxury and ready-to-wear brands, the Roblox platform now offers a new collection of virtual clothes from the Tommy Hilfiger label. The brand has teamed up with user-generated content (UGC) creators who put their personal touch on essentials from the Tommy Hilfiger wardrobe, in 2D and 3D.

With the "Tommy x Roblox Creators" collection, Tommy Hilfiger is demonstrating its investment in providing immersive digital experiences that are accessible to the masses. The entire collection, which includes 30 virtual fashion items, is available starting today to spice up the outfits of Roblox's most stylish avatars with the American brand's preppy touch.

Among the highlights of this virtual collection are a Tommy Jeans backpack reinterpreted by @PolarcubArt, a Tommy Hilfiger helmet revisited by @Zealocity, and a skateboard designed by @MiracleDropsRBX. Roblox's 50 million daily active users -- and their avatars -- can now access the platform's multiple experiences fully kitted out in Tommy Hilfiger.

"I love how the brand has already been unofficially adopted into the Roblox platform, with users creating their own Tommy Hilfiger styles. We couldn't pass up 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," said Tommy Hilfiger in a statement picked up by WWD.

In recent weeks, fashion brands have been rolling out numerous initiatives as they try to break through in the metaverse. Roblox's South Korean counterpart, Zepeto, has partnered with luxury brands such as Gucci, Louboutin, and Ralph Lauren, but also with fast fashion giants like Zara.