Dive Brief:
- With YouTuber and TikToker Mackenzie Turner, DressX launched a three-piece collection of digital wearables Monday on Roblox, according to a press release shared with Retail Dive.
- Turner, who has 1.86 million subscribers on YouTube, runs her own merchandise line Hey Cuties, which is seen in the designs of the Roblox collection.
- The items by DressX include a cotton candy bomber jacket, heart-shaped fanny bag and a “Cuties” necklace, all available in three colorways. The digital fashion company also offered a limited number of “Cuties” studded water bottle accessories for free.
Dive Insight:
Metafashion retailer DressX continues its digital fashion creations with a new partnership appearing on Roblox.
“Hey Cuties,” which is Turner’s physical merchandise line, is the inspiration for DressX’s digital fashion collection on the gaming platform. The pieces are available for purchase exclusively in the Roblox Avatar Shop and are able to be worn across the platform.
“We are very excited to introduce our joint collection with Mackenzie Turner, giving a Roblox-native influencer all the digital tools to ideate and create a digital collection with DressX,” DressX founders Daria Shapovalova and Natalia Modenova said in the release. “At DressX, we believe in the power of community and we are absolutely convinced that the future of fashion lies in empowering creators to get to the forefront of fashion design and support their voices using new creative technologies.”
In May 2022, DressX became the first pure-play digital fashion brand to offer a collection on Roblox and has sold over 80,000 items since its debut collection, according to the company.
Now, a year later, the company is continuing to innovate its digital clothing. The collection uses Roblox’s layered clothing tech, which the company says creates “hyper-realistic and inclusive 3D clothing that fits any avatar body type.”
At this year’s Metaverse Fashion Week, DressX created digital wearables for Tommy Hilfiger that could be worn across metaverse platforms.
Offering digital wearables and virtual goods has caught on among retailers, including some athletic brands. This week, Puma announced it will release its new Fast-RB running shoe on Black Station 2, a metaverse platform where shoppers can purchase NFTs and redeem them for physical goods.
Nike’s web3 platform, .Swoosh, launched in November and also hosts virtual clothing and allows for trading. Around the same time, Adidas created a new product category for virtual gear and debuted a virtual 16-piece Adidas Originals collection, the company’s first NFT collection of wearables.
