Hugo Boss Uses Roblox to Promote New Denim and Blue Fashion Line
The Planet Hugo and Huge Fashion Match experiences feature a blue, black, and white color theme inspired by the real-world clothing collection.
Luxury fashion brand Hugo Boss recently launched a new clothing and accessories collection called Hugo Blue, centered around denim pieces and streetwear items featuring a vibrant blue color.
To support the launch of the Hugo Blue clothing line, Hugo Boss released two new Roblox experiences called Planet Hugo and Hugo Fashion Match.
Planet Hugo allows visitors to explore a world where almost everything is made of shades of blue, black, and white. Visitors can navigate a complex obstacle course to reach the top of the Hugo Hangout building and participate in a “launch party,” where they can take pictures of their Roblox avatar in a variety of photo booths (shortcuts are also available to quickly reach this area).
As users complete specific actions in the Planet Hugo experience, they’ll receive prize tickets that can be redeemed for free, Hugo Boss-themed UGC items for their avatar. Users can also collect materials like buttons and spools of thread scattered throughout the environment in order to collect additional prize tickets.
Finally, users can purchase Hugo Boss-themed clothing items for their avatar using Robux, Roblox’s premium currency. These items can also be tried on for free.
In addition to these features, Planet Hugo offers a direct link to the Hugo Fashion Match mini-game experience, which allows two Roblox users to dress each other up in their choice of clothing and accessory items by browsing the items the other person already owns and/or using Hugo Boss-themed items.
Players have a limited amount of time to dress each other, and they can rate the other user’s selections once time expires. Players can also add others as friends through this mini-game experience.
The Planet Hugo and Hugo Fashion Match experiences were featured at a recent launch party for the Hugo Blue collection, which was attended by influencers (among others), and featured a performance by rapper Swae Lee.
On the Hugo Boss website, Nadia Kokni, SVP of Global Marketing and Brand Communications at Hugo Boss, commented on the launch party and Roblox experiences:
“Targeting its Gen-Z audience, HUGO harnessed the launch event as the perfect occasion to activate gaming and Metaverse spaces as key cultural focus territories.
With PLANET HUGO, the brand is tapping into gamification, the facilitation of social moments, self-expression and self-exploration: all key aspects of HUGO’s DNA, and values loved by the Roblox community, which has a growing interest in curation and style.
HUGO FASHION MATCH is a social styling experience that presents an incredible opportunity to put HUGO BLUE’s denim-focused fashion offering in the spotlight and bring people together through co-creation, allowing them to form new, meaningful friendships.”
Hugo Boss is the latest fashion brand to turn to Roblox to promote its clothing and accessory collections. For instance, adidas recently launched a virtual storefront experience on the Roblox platform allowing visitors to browse and purchase more than 800 branded virtual items.