Roblox fashion is expanding even further with an in-game Tommy Hilfiger store.

Tommy Hilfiger is the latest celebrity brand to set up shop in Roblox’s fashion world with Tommy Play, an immersive experience designed to showcase Hilfiger’s latest styles. Tommy Play features the Tommy Jeans Pop collection, which includes windbreakers, hats and accessories, including bucket hats. While Hilfiger fashion is front and center, the real draw for many gamers is learning more about everything the brand has to offer through parkour, bike courses, freeze tag and other interactive events designed to get people playing.

Hilfiger is far from the first fashion brand to jump into the metaverse with Roblox. The effort follows on the heels of the Karlie Kloss Closet Designer Show, which will still be live on stage, where players can purchase Robix avatar items, where players can teleport to pop-ups tied to five different Roblox experiences. In the year In 2021, Vans introduced Vans World, a place where players can collect Vans items and spend Robix, the platform’s in-game currency, on other exclusive Vans items.

Perhaps the most memorable Roblox fashion tie-in was Gucci Garden, a limited edition Gucci collection designed specifically for Roblox. A particularly rare piece of the show, the Gucci Dionysus Bag with Bee has been resold on the Roblox marketplace for more than $4,100 – much more than the actual Gucci Dionysus bag.

Brands are more eager than ever to bring their most creative ideas to life in Roblox, driven in part by Roblox’s changing demographics. In the year As of 2021, for the first time ever, Roblox said it had more daily active users over the age of 13 than under that age. Kids who grew up with Roblox will stay on the platform, and the demographic shift is important 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. In the real world, people gravitate toward items that are rare or unique. These approaches to digital avatars appeal to brands, because although digital items generally don’t sell as well as real-life items, 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 of 2022. Or, if freebies are more your speed, check out the Roblox promo codes for July 2022.