Luxury fashion continues to gravitate toward Roblox, an online game that allows brand partners to build custom virtual worlds for shoppers to explore. Roblox players control avatars that can don different outfits and participate in a variety of in-game activities for rewards. For Hugo Boss, those capabilities serve as a digital-first way of trumpeting its recently announced Hugo Blue line that takes inspiration from streetwear culture and features gender-neutral, denim-heavy styling while potentially fostering loyalty with elusive young consumers.
