Tommy Hilfiger is the latest iconic brand to establish itself in the ever-expanding fashion world of Roblox with Tommy Play, an immersive experience designed to showcase Hilfiger’s newest styles. Tommy Play presents the Tommy Jeans Pop Collection, which includes windbreakers, hoodies and accessories, including bucket hats. While Hilfiger fashion is showcased front and center, the real draw for many gamers is parkour, bike tours, freezes and other interactive events designed for people to play while learning more about everything the brand does. has to offer.

Hilfiger is far from the first fashion brand to jump into the metaverse with Roblox. The effort follows in the footsteps of Karli Kloss’ Klossette Designer Showcase, which is still live on the platform, where players can teleport to pop-ups linked to five different Roblox experiences to purchase avatar items with Robux. In 2021, Vans introduced Vans World, an area for players to collect Vans items and also spend Robux, the platform’s in-game currency, on other special Vans items.

Perhaps the most memorable Roblox fashion tie-in was Gucci Garden, a limited collection of Gucci items designed specifically for Roblox. It’s particularly notable because the rarest piece of the event, the Gucci Dionysus Bag with Bee, was resold on the Roblox marketplace for over $4,100 worth of Robux, more than the price of an actual Gucci Dionysus bag.

Brands are more eager than ever to bring their most creative ideas to life on Roblox, which is due in part to Roblox’s changing demographics. As of 2021, for the first time, Roblox said it had more daily active users over the age of 13 than it did under that age. Kids who grew up on Roblox remain on the platform and the demographic shift is significant for retailers.

For many Robloxians, avatar fashion is the highlight of the experience. With so many options and styles, people can spend hours and hundreds of Robux customizing the perfect avatar. Just like in the real world, people are drawn to items that are rare or unique. These attitudes toward digital avatars appeal to brands, because while digital items generally won’t sell as much as real-life ones, these immersive experiences facilitate brand loyalty and engagement.

If you’re itching for a place to show off your stylish avatar, check out our guide to the best Roblox games in 2022. Or, if freebies are more your speed, check out our Roblox promo codes for July 2022.