We often see impressive numbers for Roblox, like millions of daily users and billions of hours played. But did you know that only 1% of Roblox experiences truly succeed? That’s a pretty small number!

When I first learned this, it opened up a whole world of questions for me. How can we create a branded Roblox experience that people will actually love?

I decided to dive in and figure it out. I spent over 300 hours researching, talking to experts at Dubit, and exploring stories of success and failure.

Now, I want to share what I’ve learned with you. Here's a simple guide to building the perfect Roblox experience, taking you through the WHY and HOW, step by step.

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1. Layers of Brand Marketing

To excel in marketing on Roblox, let's start with the basics and understand how it differs from traditional marketing.

We can break down marketing into three layers:

Layer 1: Traditional Advertising

This includes all the marketing and advertising methods you can imagine, like TV commercials, celebrity ambassadors, and billboards.

Layer 2: Digital Engagement

This layer has grown with the rise of the internet and social media. It includes strategies like influencer marketing and online ads.

Layer 3: Experiential Marketing

As digital engagement becomes more saturated, its effectiveness has decreased. Brands have come up with new strategies to stand out, leading to the rise of experiential marketing.

Creating a branded experience on Roblox is an experiential marketing strategy. It gives brands an advantage by allowing audiences to immerse themselves in digital experiences, create content, and build communities.

2. The Problem?

After exploring the evolution of brand marketing, you might think that big brands have already mastered everything and don’t need to change.

With traditional advertising and digital engagement, it seems like they have more than enough tools to reach their audiences effectively.

But that's not quite true.

The challenge comes from competitors.

Brands that stick to only traditional advertising can seem outdated and lose their appeal over time. Meanwhile, brands that embrace new platforms, like Roblox, capture attention and spark curiosity among customers.

Brands that make customers curious will always win over brands that distract.

3. The Solution : Immersive Brand Experience on Roblox

Roblox can solve this problem for brands.

It helps capture fans' attention by integrating brand into games, offering immersive marketing experiences, and exploring virtual commerce.

This approach helps make brand truly memorable.

4. Types of Roblox Experiences

Now that we've covered the WHY of the Roblox experience, let's explore the HOW.

It all starts with brand goals. Different goals lead to different types of experiences.

I’ve created a simple matrix to help brands find the right Roblox experience for their needs.

The matrix has two main axes:

• Virtual Commerce vs. Awareness

• Fun Digital vs. In Real Life Impact

Here are a few examples to make this clearer:

• If your goal is to generate digital sales, consider options like branded items, pop-up shops, and in-game retail.

• If your goal is to boost awareness, look into standalone games and virtual runways.

• If your goal is to improve customer loyalty, think about collection launch in both Roblox and IRL.

5. Roblox Experience Strategies

Exploring all these different types of Roblox experiences can feel overwhelming at first. But there's no need to worry; understanding them can be quite simple.

Here’s a closer look at three strategies:

1. In-Game Retail

2. Standalone Games

3. Collection Launches in Both Roblox and Real Life (IRL)

Each is broken down to understand how they work and how they can be used effectively.

Here's a tip from Dubit: The future of Roblox experiences is closely tied to In-Game Retail. Leading brands are finding great value in boosting their physical sales through Roblox.

6. Roblox Experience Process

Now that we know about the different types of Roblox experiences, I’d like to share a roadmap for building one.

Here’s a simple step-by-step guide:

• Step 1: Research and Strategy

• Step 2: Building the Game and Design

• Step 3: Promoting and Capturing Attention

• Step 4: Maintaining and Updating

Planning is important for success. Think about who will handle each stage. If you're starting with Step 1, it might be helpful to consult with an expert studio.

Talk to Dubit

7. Roblox Experience is 80% Invisible Value

Once you've decided on the type of Roblox experience you want to create and have completed the building process, the next step is figuring out how to measure its success.

There are several metrics that can be used, such as unique players, hours played, user-generated content (UGC), loyalty program sign-ups, and virtual sales. These data points are relatively easy to measure and give a good starting point. However, they only account for about 20% of the total value of a Roblox experience.

The remaining 80% of Roblox’s value comes from invisible aspects that are crucial for calculating return on investment. These include emotional connections with the audience, brand loyalty, and sales funnel integration.

While these factors are harder to measure with data, they have a huge impact on overall success.

8. Top 3 Roblox Experiences to Benchmarks

I've found that some of my favorite experiences on Roblox come from brands like Adidas, Sunsilk and NASCAR. These brands have created engaging and fun experiences that really stand out.

I've developed this strategy framework by studying these success stories.

You can check them out on Roblox for yourself:

• adidas Outfit Creator

• Sunsilk Hair Care Lab Tycoon

• NASCAR TYCOON

ps. You'll find their creativity inspiring.

To Sum Up

As someone who's spent countless hours delving into the world of Roblox, I can tell you this: it's a game-changer for brands. The platform offers a chance to connect with audiences on a level that's personal, engaging, and truly unforgettable.

By stepping into this digital playground, brands can inspire creativity, ignite curiosity, and build a community that stands the test of time. Embrace the challenge, take risks, and watch your brand grow in the ever-evolving digital landscape.

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At first, it might seem like sports and fashion don't have much in common. But when you look closer, you see they both share passion, community, and culture.

In this newsletter, I’ll explore the latest collaborations between fashion and sports.

From Foot Locker's AR experience to Adidas and MUFC’s phygital kit, fashion brands are leading this trend.

I'll explain the concepts, target audiences, and the technologies they’re using.

Let’s get into this week's Sticker Fashion Scene!

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1. Fashion Feed

• Foot Locker Europe launches "The HeARt Experience" in Paris, blending AR adventures and live sports activations for the Olympics.

• Heliot Emil's new SS24 campaign video, featuring shadow play, making waves for its simple yet striking impact.

• On unveils the Cloudboom Strike LS sneaker with robotic-arm LightSpray technology, launching just before the Olympics.

• Versace joins Fortnite with the #VersaceMercury event, offering exclusive in-game sneakers and rewards on the Murder Mystery map from July 9-12.

• Nike and Stüssy's summer collection revives the LD-1000 sneakers with surf-inspired style, available in two colorways and matching apparel.

• Katy Perry is back with her new song "WOMAN’S WORLD," wearing custom armor designed by a designer and CGI artist Victor Clavally.

• Bershka introduces AR garment filters in its app, featuring 26 digital options for clothes and accessories, powered by Snap Inc.

• Mango launches its first AI-generated campaign for the Teen Sunset Dream collection, part of its strategic tech-driven growth plan.

2. Adidas Teams Up with MUFC and Dubit for Phygital Collection

With the Euros just wrapped up and the Paris Olympics only 10 days away, there are some unique fashion-tech projects worth paying attention to.

Brands are finding new ways to connect with customers through immersive-personalized experiences and technology.

Adidas is leading this shift—they've been busy with partnerships at sports events, launching new collections, opening blockchain-integrated pop-up stores, releasing kits, and working with sports stars.

Recently, Adidas unveiled the new home kit for Manchester United F.C. for the 2024/25 season.

What's unique this time is the "phygital" approach they took.

In partnership with Dubit, Adidas created the MUFC booth within the “adidas Outfit Creator” on Roblox, launching it alongside the physical kit.

🔻 Here’s what you can do at the MUFC booth:

• Try on and purchase Manchester United kits, including jerseys, jackets, shorts, socks, and the “Fred the Red” mascot doll.

• Style your avatars with Adidas football gears or limited collections through the catalog menu.

• Watch campaign videos and photos of club players.

🔻 How was the physical collection revealed?

• The collection has items for men, women, and kids, featuring jerseys, jackets, and more.

• Campaigns with players like Alejandro Garnacho and Marcus Rashford MBE celebrated the kit launch.

• The match version of the uniform uses HEAT.RDY technology for airflow, keeping players cool. The fan version uses AEROREADY to absorb sweat, keeping the body dry.

• The collection is available at Manchester club stores, selected Adidas stores, and online.

🎯 Why go “phygital”?

1. Brand recognition in the metaverse boosts IRL purchases: A Roblox survey showed 75% of GenZ value digital fashion from known brands, and 84% would consider the brand in real life after trying it virtually.

2. GenZ's fashion choices are often inspired by their avatars: 84% of GenZ Roblox players say their style is inspired by what their avatar and other avatars wear.

3. Brand exposure: Roblox has over 77M daily users, and the adidas Outfit Creator has been visited nearly 800K times. Setting up a booth here exposes and leads Roblox users to buy items.

4. It fits digital habits: GenZ spends a lot of time online, with Roblox being a major draw. On average, users are on Roblox for about 2.4 hours daily, significantly more than other social media.

This phygital approach helps Adidas connect with digitally-savvy audience and boost the brand's real-world impact.

By meeting fans where they spend their time, Adidas creates a personal and engaging experience.

It helps brands build a stronger presence both online and offline.

🤝 Huge thanks to Andrew Douthwaite for sharing insights on the Adidas phygital collection and Roblox experience.

Explore More with Dubit

3. Collab Corner

MUGLER ✖ GENTLE MONSTER

Mugler and Gentle Monster have joined forces for a new eyewear collection.

• The collection features two styles, "Spiral 01" and "Spiral 02," combining Mugler's signature spiral details with Gentle Monster's distinctive touch.

• The designs are inspired by Mugler’s 1997 "Les Insectes" collection, especially the "Fourmis" sunglasses.

• Casey Cadwallader, Mugler's Creative Director, designed the "Spiral 01" with Gentle Monster.

• The collection launches worldwide on July 18 and will be available at Gentle Monster and Mugler’s stores, both online and offline.

Their campaign video for this collaboration received 1.2M views and 52.8K likes in just one day.

Adidas ✖ Mona Thomas

Frankfurt-based fashion designer Mona Thomas and Adidas Berlin have teamed up for a new project.

Known for her digital-street style, Mona has created custom eyewear for J. Balvin and Lil Nas X. Now, she has reimagined iconic Adidas pieces with her signature flair.

• Her brand HUNI and Adidas Berlin's collection includes modified Beckenbauer track jackets, clothing, bags, eyewear, soccer balls, and accessories.

• The collection features a black base with white Adidas stripes and pink designs. The track jackets come in both long and short sleeves and have a trendy cropped fit.

• Mona shared on Instagram that Adidas approached her to redesign the jacket for the Euros. This project was not intended for commercial release, making it a custom friends and family drop.

• Mona also hosted a giveaway on Instagram, offering a chance to win the collaboration track jacket.

The campaign for their collaboration received 31K likes in a week, and Mona’s giveaway event had over 11K comments.

Puma ✖ Supernova Group

PUMA Basketball (HOOPS) released their All-Pro NITRO™ Fireglow shoes, produced by Supernova Group's Directed Today.

• The All-Pro NITRO™ line features NITROFOAM™ technology and an engineered mesh upper for energy return, stability, comfort, and bounce on the basketball court.

• The high abrasion rubber outsole enhances quick cuts and agility, making the shoe ideal for responsive movements.

• Jared Wolf, co-founder of Supernova and Directed Today, shared the creative process behind their shoe design, emphasizing a lab-inspired look. Their goal was to refresh the classic sneaker brand with bold colors and advanced technology.

Their campaign video got 43K views in just three days.

4. The Spotlight

Paris 2024: The Olympics of Fashion

This year's Paris Olympics are shaping up to be a Fashion Olympics.

Many fashion brands are actively showcasing official kits, collaborative collections, and campaigns.

It's clear that fashion is taking center stage more than ever before.

Here’s a glimpse of what’s happening:

a. Official Olympics Partners

• LVMH is the premium partner for the Paris 2024 Olympics/Paralympics, designing outfits for volunteer medal bearers and official medals, trunks, and athlete ambassadorships, playing a key role in the Games.

  • CHAUMET has designed and crafted the medals for the Paris Olympics/Paralympics.

  • Louis Vuitton created two Medals Trunks for the Olympic and Paralympic medals and Torches Trunks for the official torches.

  • Dior has selected international female athletes as new ambassadors.

  • At the opening ceremony, outfits by Dior, Louis Vuitton, and 15 emerging designers will be showcased, totaling 3,000 outfits.

• Le Coq Sportif has released the official Paris 2024 collection including T-shirts, hoodies, trousers, hats, and socks.

• Omega unveiled a countdown clock for the 2024 Paris Olympics, continuing its role as Official Timekeeper since 1932.

b. Notable Fashion Brand Collaborations by Country

• France: Berluti, LVMH, Le Coq Sportif & Stéphane Ashpool, KENZO

• USA: Ralph Lauren, Nike, J.LINDEBERG, SKIMS

• Canada: Lululemon, Left On Friday

• Great Britain: Adidas, Ben Sherman

• Italy: EA7 Emporio Armani

• Australia: Asics, Sportscraft

• Netherlands: The New Originals, Cariuma

• Jamaica: PUMA

• South Korea: The North Face, MUSINSA

• Sweden: Uniqlo

• Japan: Asics

• Portugal: DECENIO, Cariuma

• Denmark: JACK & JONES, Vero Moda

• Mexico: Charly

• Spain: Joma

c. Why are fashion brands focusing so much on the Olympics?

• Global Attention

  According to the Paris Tourism Office, 15.3 million visitors are expected in Paris during the Olympics. Time reports that the opening ceremony will captivate around 1.5 billion viewers globally.

• Brand Exposure and Presence

  For instance, Louis Vuitton’s trunks will be featured during key moments, enhancing their visibility and connection with the audience.

• Instant Emotional Connection with Audiences

  "Normally, brands have to generate feelings of passion and enthusiasm through expensive marketing campaigns, but with the Olympics, these feelings are already heightened, giving them an instantaneous emotional connection to viewers," says Thomas Serrano, founder of Exclamation Group (Forbes)

5. #TrendingNow

The Pandora bracelet charm filter is all the rage on TikTok.

This filter, created by Tatiana Teve, adds Pandora charms to each letter when you type your name or any word.

This filter is perfect for young people who love customized fashion and fun challenges.

Already, there are 453K videos using this “Charm Bracelet Language” filter.

@brookemonk_ @brookemonk_ ♬ Dream A Little Dream Of Me - The Mamas & The Papas

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Seeing how popular it got, Pandora joined in on the fun.

They posted a video on their official account with Tatiana introducing the filter, making the trend even bigger.

@theofficialpandoraWe’d wear it 😍 Hit the filter to find out your Pandora name 💞 @Tatiana Tever #CharmTok #PandoraJewelry #languagefilter #pandora #charms

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I'm about to head out to watch tonight's match, and I'm super excited.⚽︎

The fashion industry is also caught up in the football fever, especially with EURO 2024. We're seeing a lot of new partnerships, and up-and-coming sports stars are teaming up with fashion brands as ambassadors.

Digital platforms like Roblox and Fortnite are also getting involved.

This blend of fashion, sports, and digital spaces is a fantastic way to reach out to young, enthusiastic fans and a wider audience.

Let's dive into some of the cool projects fashion brands are rolling out!

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1. Fashion Feed

• Vogue World 2024 in Paris combined sports and 1920s fashion at Place Vendôme for its third annual event.

• Rick Owens' SS25 “Hollywood” show at Palais de Tokyo featured 10 looks with 200 Paris fashion students and professors.

• Snap Inc. has unveiled Garment Transfer 2.0 in Lens Studio 5 for real-time AR try-ons of shirts, coats, and hoodies with enhanced realism.

• OTW by Vans Checkered Future event at Paris Fashion Week showcased skateboarding, art, and music with DJ performances.

• Schiaparelli's FW24 show, led by Daniel Roseberry, dazzled with stars like Doja Cat and Kylie Jenner in the front row.

• Adidas and Rocket League launch a three-week Festival of Football, featuring new in-game skins and weekly challenges.

• Skims partners with Team USA again, expanding its line to include men's, swim, and adaptive wear, celebrated by Olympian endorsements.

• A$AP Rocky debuted his “AMERICAN SABOTAGE” collection at Paris Fashion Week, blending fashion with bold political statements.

2. DKNY Roblox Experience Built With Dubit

As I dive deeper into digital fashion research, I keep rediscovering how influential Roblox is.

It happens effortlessly, whether I'm scrolling through TikTok or seeing Instagram comments that originate from Roblox games.

Recently, while playing “Fashion Famous” on Roblox, I stumbled upon the DKNY and Dubit pop-up store by accident.

I tried on some DKNY items and joined a runway competition.

The highlight for me was a free giveaway event. It created an army of players wearing DKNY merchandise throughout Roblox.

The whole experience felt natural to me. The DKNY brand left a big impact on my memory. It made me realize that Roblox's influence on Gen Alpha culture, values, and interests is enormous.

So, I want to share my learnings on why this DKNY and Dubit experience was so successful.

Instead of a long, hard-to-remember article, I'll keep it simple with a clear and impactful infographic👇

Discover More

3. Collab Corner

Nike ✖ Hyperice

Nike and Hyperice, a health tech company, have teamed up to create wearable technology for athletes.

Nike brings its footwear and apparel expertise, while Hyperice brings its recovery tech skills.

Their collaboration includes the Nike x Hyperice boots and vest:

• Nike x Hyperice Boots: These boots provide heat and dynamic air compression massages for your feet and ankles. They use a dual-air system and heating elements to help improve your movement, performance, and recovery.

• Nike x Hyperice Vest: This vest offers instant heating and cooling without needing ice or liquid. It helps you control your body temperature precisely during warm-ups and cool-downs.

Nike and Hyperice will release these products soon, aiming to improve how athletes train and recover.

Versace ✖ Snap Inc.

Versace and Snap Inc. teamed up to create an AR lens and Bitmoji collections to celebrate the Mercury sneaker release. You can find this collaboration on the Versace Snapchat account.

Here's what's included:

• The AR lens lets Snapchat users virtually try on the sneakers in two colors and see them in 3D.

• Users can also dress up their Bitmoji with the Mercury sneakers and 12 other Versace pieces.

• The sneakers cost 350 tokens, and the whole collection ranges from 100 to 1,100 tokens in Snapchat's Token Shop.

This collaboration is a great way to connect with young social media users and let them enjoy the brand in a fun way.

Luxury fashion can be experienced anywhere. Users can dress their avatars or virtually try on items to see how they look.

It also gets people curious about the real-life collection.

Choice LGBTQIA+ ✖ MONOxID

A decentralized community Choice LGBTQIA+ partnered with AI creator MONOxID to host the SAKURA BOMBER Open Call for Global Digital Pride Japan.

• Creators and designers submitted works on the theme "Cropped black bomber jacket with cherry blossom embroidery."

• Submissions could be physical pieces or digital artworks, including 2D and 3D formats.

• Winners' designs are minted as NFTs, displayed in a Global Digital Pride metaverse gallery, and featured on UNION AVATARS's marketplace.

Recently, they’ve announced the open call results on LinkedIn: 8 winners in total, with 5 in "AI Images" and 3 in "3D Virtual Fashion."

This collaboration stood out by giving artists and designers a chance to share their unique perspectives on one fashion theme. It led to a vibrant showcase of creativity, making each work shine.

Many digital artists took part in this open call, which sparked considerable interest among the community.

Ottolinger ✖ aespa ✖ SUCUK & BRATWURST

Ottolinger and K-pop group aespa are teaming up for a special drop.

In a teaser video made with the creative studio SUCUK & BRATWURST, aespa's virtual avatars are shown wearing the new items.

This project mixes digital and futuristic Y3K styles, perfect for fans and young fashion lovers who enjoy both digital and real-world fashion.

Since the announcement, the collaboration has received a lot of attention on Instagram—the teaser video got 3.8M views and 317K likes in just three days.

4. The Spotlight

UEFA EURO 2024: Fashion Forward and Game On

UEFA EURO 2024 is in full swing, capturing the attention of football fans everywhere.

Fashion brands and digital games are also joining the Euro 2024 trend. This blend of sports, fashion, and digital elements is creating a unique and exciting experience.

Let's explore some highlights of this year's UEFA EURO 2024.👇

a. The Home of Adidas Football

This year at Euro 2024 in Germany, Adidas is the official supplier and they’re hosting some iconic events as you'd expect.

Adidas has set up an open-air pop-up event in front of the Reichstag in Berlin.

Here’s what visitors can enjoy at the pop-up:

• Watch matches in a 3000m² stadium with live public viewing of UEFA EURO 2024.

• Explore the Euro Exhibition and see memorabilia from past football tournaments.

• Customize jerseys and enjoy make-up and hairstyling at Adistudio. Visitors can even get a new tattoo or tooth jewelry.

• In the EA Gamebox, e-sports fans can play, stream, and dive into a digital football world.

Adidas has also made headlines by unveiling the Official Match Ball of UEFA EURO 2024, called FUSSBALLLIEBE. They have introduced new performance kits for seven major teams: Belgium, Germany, Hungary, Italy, Scotland, Spain, and Wales.

On TikTok, reviews of Adidas' Euro 2024 kits and jersey styling tips are going viral.

@jdfootballWhich @adidas Euro 2024 kit is THE BEST? Let us know 👇 Available now at #JDFootball 👀 #adidas #adidasfootball #footballkits #football #footballtiktok #fyp #foryoupage #dfbteam #sweden #italy #azzurri #belgianreddevils #reddevils #scotland #spain #spainnationalteam #germanynationalteam

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b. Game On: UEFA EURO 2024 Goes Digital

UEFA EURO 2024 is embracing digital integration in a big way, incorporating the tournament into popular games like Fortnite and Roblox.

Fortnite

UEFA has launched the UEFA EURO 2024 Festival Island—EUROballer Battle in collaboration with metaverse studio Dubit.

Here's what users can experience:

• Compete in the Arena in the action-packed EUROballer Battle.

• Power Up to beat the competition, collect and bank footballs in the goals.

• Compete to be number one on the podium.

• Explore the festival hub and play mini-games like Beat-the-Keeper, Swing, and Uppy.

Roblox

UEFA has partnered with Toikido to create UEFA EURO 2024 Football Island in the popular Roblox game, Piñata Smashlings. This event runs from May 15 to July 14.

Here’s what players can enjoy:

• An immersive stadium experience with football-themed games, piñatas, and treasures.

• Live Euro match scores displayed on in-game digital screens.

• Opportunities to earn in-game currency and level up.

• Exclusive digital rewards, including a unique Albärt Smashling, for fans who purchase the official Albärt plush.

• The in-game fan zone provides a space for players to celebrate their favorite teams and tournament moments.

c. Star Players, Star Styles

Many major fashion brands have unveiled campaigns with famous football players even before the opening match of Euro 2024. Outfits of stylish footballers like Jude Bellingham have become hot topics. Collaborations with well-known sports stars can greatly boost brand exposure and generate buzz among the public.

Notably, brands such as Burberry, Hugo Boss, and Marks & Spencer have launched campaigns.

• Burberry: Released a campaign video featuring English footballers Phil Foden and Eberechi Eze.

• Hugo Boss: Revealed its Boss Bottled Triumph Elixir perfume campaign with Phil Foden, Eduardo Camavinga, and Kai Havertz.

• Marks & Spencer: They launched a campaign with Marcus Rashford for their FA England menswear collection. Rashford, along with Connor Gallagher, Aaron Ramsdale, and other members of the UK national teams, showcased the new "sports casual" style that the official England team will wear during the Euros.

5. #TrendingNow

Over the past few weeks, Charli XCX has turned Instagram feeds "brat" green. Have you noticed it too?

Singer-songwriter Charli XCX's new album, "Brat," features a neon green cover that's simple yet catchy, withslightly out-of-focus text. It's the perfect mix for sparking fun memes.

She's using this theme to promote her album brilliantly.

People are getting creative on social media, making their own 'brat' profile pictures against a neon green backdrop with black text. They're also dressing up in green and sharing quirky, meme-worthy phrases. Charli even made a website where you can create your 'brat' album cover by just typing in some text.

What's really cool is seeing all the different ways people are embracing this trend.

From fashion and accessories to digital art and even food and cars, everyone's adding their own spin.

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The Marketplace offers a wide range of unique items. You can customize your avatars in endless ways, helping you express yourself.

It also adds a sense of ownership, rarity, and in-game benefits.

In this article, we'll take a closer look at these features and share tips on how to get ahead on Roblox, with help from the metaverse studio, Dubit.

Whether you're new to Roblox or a longtime fan, you'll discover how to make the Marketplace work for you.

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1. Roblox Marketplace: What, Why, How?

The Roblox Marketplace is a platform where users can buy, sell, and trade virtual items for use in Roblox experiences.

Brand Perspective

• Brands can create branded experiences and sell virtual merchandise like clothing and accessories on the Marketplace.

• Brands can leverage Roblox's massive user base (77 million DAUs in Q1 2024) to drive engagement, sales, and brand awareness.

• Brands can test in-world physical shopping experiences, allowing users to purchase real-world products within Roblox (e.g., Walmart partnership).

Game Developer Perspective

• Developers can create and upload 3D items like clothing, accessories, and other assets to sell on the Marketplace.

• They can set their own prices and earn Robux (Roblox's virtual currency) from sales, which can be converted to real money.

• Roblox provides tools and resources to help developers create high-quality 3D assets and optimize their sales.

User Perspective

• Users can browse and purchase a vast array of 3D items to customize their avatars and enhance their Roblox experience.

• With more creators eligible to sell, users have access to a diverse range of items that represent their identities and interests.

• Users can shop together with friends in 3D, try on items, and make purchases in a social and immersive environment.

2. Item Value & Pricing

The Roblox Marketplace is always buzzing with new items, added every day and every second. To make sure these items stand out and are loved by players, brands need to consider many different factors.

• Rarity, uniqueness, and demand drive item value on the marketplace

• Well-designed items with appealing aesthetics are more valuable

Roblox Limited Items

When browsing the Roblox Marketplace, you’ll notice there is a separate “Limited” category.

Roblox Limited Items are special virtual items on Roblox that you can buy only for a short time. They have a set number of copies. Once they're sold out, they can be traded or resold by those with a Roblox premium subscription.

So, what value does limited items hold?

• These items are no longer available for purchase once the limited period ends, making them rare and valuable.

• Users can trade or resell their Limited Items on the Roblox marketplace to other players. Trading/reselling provides an investment opportunity.

• The value or price of Limited Items on the Roblox marketplace is determined by supply and demand dynamics. Items with lower supply and higher demand tend to have higher resale values.

3. Roblox Statistics

Roblox General Statistics in Q1 2024

Let's start with some overall statistics about Roblox. It has over $800 million in revenue, up 22% year over year. There are more than 70 million daily active users, and they have engaged for over 16 billion hours, which is a 15% increase from last year. These numbers are indeed impressive.

Roblox Marketplace Statistics in 2023

Now, let's look at the Roblox Marketplace. Last year, there were 165 billion avatar updates and 1.8 billion avatar item purchases. Over 70% of users edit their avatars daily, showing high activity and engagement. Additionally, 27 million branded items were sold, and more than 80% of GenZ users are likely to buy a brand after trying it on virtually. This shows great potential for brands entering this space.

4. Dubit’s Insight: Roblox 3D Store Advantage

While the Roblox marketplace seems like a perfect spot to sell digital goods, it has become a victim of its own success.

The marketplace is full of items, making it tough for your brand to stand out.

Metaverse creative studio Dubit says that just creating items isn't enough to succeed on Roblox.

That's why Dubit helps brands not only create Roblox items but also set up 3D stores for a more engaging shopping experience, like they did for Adidas. They also assist brands in integrating their own retail spaces into popular existing games, as they did for DKNY.

Let's explore some case studies to see how this 3D store strategy is put into action.

Talk to Dubit

5. Brand Case Studies: Adidas, DKNY, H&M

This is how major fashion brands like Adidas, DKNY and H&M are using 3D stores to gain advantage on Roblox.

a. Adidas Outfit Creator

The adidas Outfit Creator is a 3D space dedicated to Adidas digital items and outfits. It features iconic looks and limited edition outfits like the Box Shoe.

Users can:

• Explore various Adidas-themed spaces, try on outfits, and purchase them.

• Discover VIP sections, limited edition items, and collaboration pieces.

• By clicking the catalog section, users can try on and buy items categorized by concept (like football, denim, or streetwear) and by clothing type (tops, bottoms), accessories, and hair.

To make the space more immersive, Adidas teamed up with the well-known UGC creator 'WhoseTrade'.

Their partnership recently broke a Roblox record. A limited diamond gold chain sold for 2 million Robux, which is about 25,000 USD. This was the most expensive limited edition item ever bought on Roblox.

This shows how the 3D Roblox experience helped Adidas create something unique, attract users, and add value.

b. DKNY Heart of NYC

One more great example of how to create an advantage on Roblox with an immersive experience: DKNY’s virtual pop-up store at Dubit’s retail locations.

This virtual store was launched to celebrate the 2024 release of DKNY’s Heart of NYC capsule collection.

DKNY and Dubit introduced 20 different styles from the collection, along with unique items like the DKNY Love New York Wings.

Users could try on and buy DKNY's items at Dubit’s retail locations in popular Roblox games.

They also held a free giveaway event for the limited DKNY wings, attracting millions of visits in the first week.

c. H&M Loooptopia

Another unique Roblox experience is H&M's Loooptopia - a fashion game where you can create avatar fashion.

Here's what you can do:

• Experiment with different fashion materials and patterns, focusing on customization and sustainability.

• Explore 4 fun spaces: Loooptopia City, Rainbooow Fields, Neon Studiooo, and Fabric Fooorest. Gather unique elements for fashion crafting in the Looop Machine.

• Create over 40,000 clothing items. Style your avatar and showcase your creations on the catwalk.

• Trade clothes with other players and recycle old clothes to earn XP and coins.

• Accessorize and enhance outfits with dance moves, music, and special effects.

In the first year, H&M gave away free virtual items to engage users. Famous Roblox creators shared content on YouTube and TikTok, showing how to get these free items. The UGC Puffer Jacket became very popular, with over 70 million years of wear time across the platform in just three months.

Let’s Warp It Up

The demand for Roblox items is high, and the supply is ever-growing. To make items stand out, brands can leverage 3D stores and limited items.

Today's youth are enthusiastic about digital items, often valuing them as much as physical ones. They explore, try out, and buy virtual items online.

By creating unique spaces in Roblox with fun games, experiences, and shopping, brands can connect deeply with their audience.

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This time around, the addition of digital and tech features made it even more thrilling.

Let's dive into some of the cool things happening in fashion together.

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1. Fashion Feed

• The Met's new exhibition, "Sleeping Beauties: Reawakening Fashion", is now open to the public.

• Sabato De Sarno blended memories into a new story for Gucci's Cruise 2025 show at London's Tate Modern.

• Anya Taylor-Joy donned a sculpted metal Balmain dress for a cybernetic look at the "Furiosa" premiere.

• Simon Porte Jacquemus's spring collection brightens Saint-Tropez with stripes and special items at La Renaissance cafe and Indie Beach club.

• Hailey Bieber announced her pregnancy and renewed vows in a custom YSL dress by Anthony Vaccarello.

• With 100 days to Olympic Games Paris 2024, LVMH's "The Rooftops" campaign stars athletes and iconic Paris monuments.

• Zendaya's "Challengers" press tour generated $8.8 million in media impact for Loewe, highlighting a shift from traditional media.

• Taylor Swift stunned in a custom Vivienne Westwood dress with poignant lyrics during her Paris tour debut.

2. Virtual Coffee Chat with UGCverse

Talk to UGCverse

3. Collab Corner

BLACKPINK X VeVe

VeVe, a mobile-first digital collectibles platform, is launching a series of digital collectibles themed around BLACKPINK's song "Pink Venom".

From May 22-26, fans can collect items featuring JISOO, JENNIE, ROSÉ, and LISA, each dressed in outfits by the Bulgarian brand DEMOBAZA.

For those who collect all four versions of any single member, there’s a chance to:

• Create a special 'Pink Venom' card.

• This card allows access to an event where you can obtain an additional unique digital item.

The experience also includes 3D representations of each member, a virtual stage, and a digital rendition of BLACKPINK's light stick.

K-pop fans are spread out globally and consume content digitally. Which makes digital collectable a great fit. And working with BLACKPINK, who have a huge influence on fashion and youth culture, is a smart move.

The teaser for this collaboration has already attracted significant attention, with 3.4M views and 97K likes in the first week.

Hermès X Remembers (Ugo Bienvenu)

A french production company Remembers produced Hermès new campaign.

This animation-formed campaign features characters wearing Hermès items.

Directed by Ugo Bienvenu, an animation director and illustrator who runs Remembers production, artists including Tom Rameaux and Gabrielle Selnet participated as animators in the project.

The campaign video received 37K views within a week of its release.

J Balvin X Mattias Gollin

Mattias Gollin, who's recognized for his unique fashion designs, created custom items for J Balvin.

This collection features metallic, futuristic-shaped 3D printed glasses, along with a custom box and gloves.

A post of J Balvin wearing these items quickly gathered 12K likes in a week.

4. The Spotlight

Met Gala 2024 Roundup

Last Monday, we saw the Met Gala, known as a truly enchanting evening in fashion.

This year's theme, "Garden of Time," saw fashion brands either sticking closely to the theme or taking it in surprisingly creative directions.

The celebrities really brought these outfits to life, making them even more iconic.

Let's take a look at which outfits caught everyone's eye and set the trends.

A. The Elemental

At this year's Met Gala, the standout looks seemed to bring elements like sand and ice right into the realm of fashion, as if wearing the elements themselves.

Balmain really stood out in this respect.

Take Tyla’s sand sculpture dress, for instance—it was one of the most noticed looks of the year. This Balmain custom dress was made of sand and tiny crystals, tailored precisely to fit her.

What’s more, Tyla’s dress wasn’t just a one-time show.

It featured a clever transformation when Balmain’s creative director, Olivier Rousteing, trimmed the dress’s hem with scissors inside the venue, helping Tyla move around more comfortably. He even shared this moment on Instagram, which really got people talking.

Balmain also dazzled with another creation worn by Elle Fanning—a glass-like gown. Made from organza and coated with grey-blue resin, it had a delicate finish, held together by two resin birds.

B. Kinetic and Tech

Using technology in kinetic art fashion has caught a lot of interest.

A great example is Iris Van Herpen's butterfly kinetic sculpture dress. Made by Casey Curran, it was worn by Mona Patel, a philanthropist and entrepreneur. The butterflies on Mona's arms moved, controlled by a box at the back of the dress.

Another standout tech-infused piece is the light-up terrarium dress from Jun Takahashi's UNDERCOVER SS24 collection, worn by Amelia Gray.

This dress has a transparent structure covered with thin fabric, with roses and butterflies inside. It can light up from within.

C. Corset Armed

At this year's Met Gala, corsets were a big hit.

One of the most eye-catching styles was the 3D custom-made designs. These corsets hugged the body and looked a bit like armor.

A standout piece was Loewe's custom wood-painted bodice, worn by Taylor Russell. Loewe's Creative Director, Jonathan Anderson, was inspired by the art of marquetry, which uses thin wooden sheets.

Met Gala's hot star Kim Kardashian wowed everyone with a stunning corset look that resembled armor.

Designed by John Galliano, her Maison Margiela outfit featured a couture corset made from antique silver brocade. She paired it with a cashmere cardigan, creating a look that was both medieval and modern.

D. Floral 101

When you think about this year's Met Gala theme, you might picture floral looks first.

And yes, there were many floral styles, from patterns to 3D decorations, and even body painting.

Zendaya, one of this year's Met Gala co-hosts, wore a hairpiece that looked like a giant bouquet. This piece was designed by Philip Treacy for Alexander McQueen back in 2006.

Many considered Alia Bhatt's outfit one of the most beautiful and elegant floral looks.

Designed by Sabyasachi, it took 163 people about 1,965 hours to complete. The dress featured a 23-foot-long train and was adorned with hand-embroidered sequins, semi-precious stones, and beads.

E. Just Met

The Met Gala is unique for its outfits that resemble works of art.

Lana Del Rey's custom Alexander McQueen outfit by Seán McGirr is a great example.

She looked like a tree, with a dress hand-embroidered with bronze hawthorn branches inspired by Alberto Giacometti's sculptures. Her headpiece was made from real hawthorn branches and draped with a tulle veil.

F. Digitally Re-Born

One unique and interesting trend at this year's Met Gala was the use of digital parody work. Artists, designers, and creators used AI and digital art to make Met Gala-inspired looks or recreate famous outfits.

Creator Leah Ashe recreated iconic looks from the Met Gala in the popular Roblox fashion game, Dress to Impress.

Her video, showing Roblox avatars in Met Gala outfits, highlights the fun of digital fashion. It got 114K views in just one week.

Bratz has brought to life the outfits worn by Doja Cat, Tyla, and other stars at this year's Met Gala, all on their iconic dolls. It's a fun and creative way to draw people in and shows how clever marketing can really shine.

5. #TrendingNow

Aespa's latest song "Supernova" is making waves, along with its unique cyberpunk-style video that features AI technology. This music video quickly attracted over 33M views in just two days.

The outfits they wore, designed by Ottolinger, were a perfect match for their digital and futuristic theme.

Additionally, their jewelry from the brand MMWD has become a hot topic. The pieces look like organic, otherworldly glass fragments, perfectly showcasing the Y3K style.

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In 2024, with millions of active users, mostly from younger demographics, brands have a golden opportunity to secure their future by appealing directly to the next generation. 

It's crucial for brands that want to succeed in the long run to engage with Roblox audiences.

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1. Understanding Brand Activation on Roblox

Roblox stands out from traditional marketing channels by functioning as a next-gen creator platform.

Here, creators do more than just make content; they build immersive gaming experiences. 

What started as a gaming site has evolved into a fully-fledged virtual world. Today, Roblox features everything from games with brand partnerships to in-game virtual billboards, showing just how much it has grown.

This evolution means that brands can achieve extraordinary levels of engagement, creativity, and loyalty.

2. Key Strategies for Success: UGCverse

To truly resonate with the Roblox community, brands should focus on creating fun, addictive game experiences rather than overt advertising.

Collaboration with prominent Roblox creators, like UGCverse, allows brands to seamlessly integrate into the platform.

UGCverse, a creator partnership platform, facilitates connections between brands and gamers, offering a solution that includes sponsoring branded items and rewarding players with real-world incentives for in-game achievements.

Here's a few simple steps to describe how partnering with UGCverse can benefit your brand:

• When a player hits a big milestone in their favorite game

• They get a special discount at your store as a reward

• Value to you: more online interaction and more people visiting your store

• Enjoy the boost in customer loyalty and brand visibility (and wait for the big bonus)

Moreover, leveraging influencer content on platforms like YouTube, Instagram, and TikTok can amplify your Roblox activation, reaching audiences both in and outside of the game.

3. Case Studies of Successful Brand Activations

A. Walmart Discovered

Walmart Discovered is a space where users can find and check out virtual items and get to know different creators. It features over 300 creators, including digital fashion designers and app developers.

• Users can:

  • Vote on their favorite games and items, discovering new talents and trends.

  • Decorate their virtual spaces and gear through features like "My Department" and "My Cart."

  • Explore themed areas like Sports, Pets, Racing, and Beauty, playing mini-games or shopping for virtual goods.

  • Complete in-game quests to earn free UGC items.

Recently, Walmart Discovered had released an update and integrated virtual browsing with real shopping. Users can now visit a virtual store showcasing Walmart products, try them on their avatar, and buy the actual items online for home delivery. It’s for users over 13 in the U.S., with virtual items available immediately and physical items delivered later.

What to take from Walmart Discovered

• Walmart teamed up with three well-loved Roblox creators (Sarabxlla, MD17_RBLX, and Junozy) in their latest update. Working with talented creators helped Walmart to bring trendy, new items into Roblox that really click with current styles.

• When users complete game quests, they can collect UGC items. This goes beyond direct advertising. It’s about giving users cool items to keep them engaging with Walmart experience.

B. Dreamhouse Tycoon Barbie

Barbie DreamHouse Tycoon is a tycoon game where users create their own Barbie house space. They build the house in stages using Dream Points, which accumulate over time or can be purchased. Successful completion of each stage yields rewards.

• VIP/Game Passes: Players can opt for paid upgrades to make their homes more special or decorate spaces and avatars with bundle items. Game passes and VIP passes offer exclusive items and game benefits.

• Users can visit others' spaces and invite friends to their own space.

• They can engage in mini-games in themed areas like swimming pools and kitchens or participate in role-playing with various job concepts.

What to take from Barbie DreamHouse Tycoon

• This game is like a multi angle tycoon—you build houses, play mini games, style your avatars. As you play more, you unlock new spaces and items. It makes a loop that keeps users coming back for more.

• Barbie's brand shines through in every part of the game—from the clothes and home decor to the surroundings. What really caught my eye were the outfits inspired by the latest Barbie movie.

C. Fashion Famous and DKNY

DKNY has chosen to install their collection within a popular game.

Last week, DKNY collaborated with the in-game retailer Dubit to release their collection. They also installed it in Fashion Famous, a renowned fashion game.

• Fashion Famous: A styling game where users style their avatars according to a given theme within a set time, and compete on the runway. It is one of the most popular fashion games on Roblox, with a total of 2.2B visits.

Within the avatar dressing area, there is a DKNY zone in the Dubit space. Users can try on items from the DKNY Heart of New York collection, style their looks, and participate in runway shows. They can also purchase the items they try on.

What to take from Fashion Famous and DKNY

• Installing the collection within a famous game enhances brand visibility and encourages purchases as players enjoy the game and explore the fashion items.

• Partnering with games, creators, and platforms native to Roblox is a fantastic way to get your brand out there. It's simple and quick to set up.

4. Challenges and Considerations

The primary challenge for brands on Roblox is crafting games that players not only enjoy but also keep coming back to.

Success requires innovative gameplay, community engagement, and designs that resonate with current trends, like the 2000s aesthetic.

• Walmart’s recent collaborative items really capture what's popular right now. These items reflect popular trends: a crocheted knit bag, a headset with a 2000s look, and large tumblers inspired by the Stanley cups. These trends are all the rage on social media.

Moreover, offering rewards and maintaining a balanced monetization strategy are crucial, alongside regular updates to keep the content fresh and engaging.

• For instance, My Hello Kitty Cafe keeps updating its game and releasing special items for a limited time. With every update, there are fun events and chances to get new items, which keeps players coming back for more.

@pinkbabie_Hey guys, I’m sorry for not posting for a long time! I have lost the motivation to play the game, but I’m back and ready to create content again! ♡ #myhellokittycafe #myhellokittycaferoblox #robloxfyp #robloxtiktok #robloxgame #followers #fyp #sanrio #sanriogirl #sanrioaesthetic #hellokitty

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5. Measuring Success on Roblox

Do not get overwhelmed by data when tracking Roblox game performance.

There are many relevant key performance indicators (KPIs) such as user visits, concurrent users, game ratings, social media mentions, sales impact, etc.

In the world of Roblox brand games, some really shine:

• Sonic Speed Simulator leads with over 940M visits.

• Barbie DreamHouse Tycoon tops the charts with 24,000+ players at once.

• My Hello Kitty Cafe(Build) is a favorite with a 96.6% rating.

• TWICE SQUARE gets talked about the most on social media (YouTube search)

Which game is the best?

There's no single answer. Focus on making your game enjoyable and engaging. Great results will naturally follow!

6. Future Trends in Roblox Brand Activations

Looking ahead, brand activations on Roblox are set to be profoundly influenced by emerging technologies like AI and VR/AR.

AI will empower more creators to build sophisticated experiences, expanding the pool of potential brand partners.

Simultaneously, VR/AR will enhance the immersion of these virtual experiences, making the platform even more compelling for users and lucrative for brands.

To stay ahead, brands should start exploring these technologies now, taking small steps towards integrating them into their Roblox strategies.

Let’s Warp It Up

Roblox's transformation from a gaming platform to a comprehensive virtual world offers limitless possibilities for brand activation.

As the virtual home for Gen Alpha, it provides a vibrant, evolving landscape for marketers.

If the prospect of navigating this space seems daunting, platforms like UGCverse can simplify the process, helping brands make their mark on Roblox effectively and with minimal stress.

Remember, every significant journey begins with simple steps, and your Roblox adventure is no different.

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With pop artists, creators, and new tech, it's pushing boundaries and joining forces.

One thing that really gets me excited is when fashion and tech come together. It's happening everywhere, from your favorite creators to big fashion brands.

This week in the Sticker Fashion Scene, I've discovered some fascinating things.

From Puma's latest collab drop to the buzz around Loewe's "I Told Ya" tees. I've also checked out digital team-ups between Bershka and Uniqlo, retro tech fashion making a comeback, and some neat stuff popping up on social media.

Curious about what's new in fashion this week?

Let's dive in together.

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1. Fashion Feed

• Rihanna has officially dropped the FENTY x PUMA Creeper Phatty Earth Tone sneakers.

• Q1 2024 Lyst Index reveals Miu Miu leads, Prada second, with significant moves by Balenciaga.

• New Ray-Ban Meta smart glasses now offer video calls and Meta AI with Vision for hands-free info on what you see.

• PUMA and Ottolinger's new collection merges motorsports and sci-fi, offering sleek, futuristic sportswear.

• ERL's new Made in California collection features chaps-inspired items and Canary Yellow shearling, celebrating the designer's California heritage.

• Loewe's "I Told Ya" T-shirts, featured in "Challengers" and worn by O'Connor and Zendaya, are on sale online and at selected stores.

• LVMH reveals eight finalists for 2024 Young Designers, Karl Lagerfeld, and inaugural Savoir-Faire craftsmanship prizes.

• Supreme to launch "30 Years: T-Shirts 1994-2024" documenting all tees in a three-volume set, encapsulating their iconic history.

2. Collab Corner

Bershka X FFFACE.ME

Bershka has teamed up with the tech studio FFFACE.ME to introduce a new Instagram filter named 'Airbrush Bear'.

This filter goes with the Punk Bear T-shirt, which is part of a semi-digital clothing line that's all about fun and youthfulness. You can find the filter on Bershka's Instagram filter tab or in the FFFACE.ME bio.

The video showcasing this filter gained 215K views in four days.

Grimes X Anyma X Nikita Replyanski

Cyber artist Nikita Replyanski designed custom helmets for musician Grimes and DJ Anyma.

When these artists, known for their futuristic styles, worked together, they created fashion that mixes digital elements with the real world.

A post on Instagram showing Grimes wearing the helmet quickly caught attention, receiving 236K likes in one week.

Uniqlo X Timo Helgert

Uniqlo partnered with visual artist Timo Helgert for a project featuring their AIRism Ultra Seamless Boxer Briefs.

The video shows Uniqlo's airism briefs floating around while staff members try to grab them.

This content playfully highlights how light the items are.

This reel has become quite popular, attracting more viewers than other Uniqlo content. It has gathered 762K views and 13K likes.

3. The Spotlight

Retro Tech Rave

The fashion world is currently gripped by a fascination with machines. People are loving styles that mix a futuristic, techy feel with a touch of 2000s nostalgia.

A key part of this trend is merging old tech, like flip phones, with modern fashion.

Let's see how creators, designers, and brands are embracing this style.

A. Nokia and Motorola

Custom footwear designer Caterina Mongillo has recently gained attention for her concept design in footwear, introducing custom Vans with flip phones attached.

Her campaign video brings back a lot of 2000s vibes and has really drawn people in.

The flip phone trend stood out at latest Milan Design Week as well.

Bodega and Heineken teamed up with Human Mobile Devices to introduce the “Boring Phone”.

This flip phone takes a nostalgic approach by cutting down on what a smartphone can do. It doesn't connect to the internet, doesn't have social media, and you can't use apps on it.

B. Tech Fusion Fashion

Fashion creator Cory Infinite is making waves with his unique style.

He's blending machinery right into his fashion pieces. For instance, he uses Sony radios to craft innovative headwear and incorporates electronic chips and wires into his custom clothing.

Cory’s youthful and creative content is generating buzz, and the reel featuring Sony radio headwear received 7M views in just one week.

@coryinfinite#coryinfinite

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C. Frutiger Aero

Frutiger Aero, also called Web 2.0 Gloss, is a design style that was popular in ads, media, and tech from around 2004 to 2013, right after the Y2K era.

Lately, this trend is making a comeback in fashion too.

A cool example is Unjust Jewelry, which has launched a jewelry line inspired by old Microsoft Windows designs.

D. Beats in Motion

Remember how everyone was crazy about those custom AirMax cases not too long ago?

If we were to name another machine trend from the 2000s after feature phones, it would be headphones.

Volta Audio has launched headphones where a black liquid inside moves in response to the beats.

4. #TrendingNow

Roblox content is really taking off on Instagram and TikTok these days.

For many in the digital generation, games like Roblox are now a big part of daily life.

Creators are sharing their vlogs, fashion, and daily activities through their Roblox avatars.

Beauty creator Sabrina Star made waves with her latest content, where she mimics popular Roblox makeup styles.

In just four days, her videos got 2.7M views on Instagram and 2.6M views on TikTok.

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My aim isn't to overload you with too much information. Instead, I'll give you a brief, visual snapshot of the key happenings in the world of fashion.

The newsletter is split into four sections:

1. Fashion Feed - a quick roundup of fashion news.

2. Collab Corner - spotlighting exciting collaborations between creators and brands.

3. The Spotlight - diving into a trending collection, designer, or fashion technology.

4. #TrendingNow - the hottest posts on Instagram.

I hope this newsletter will be a valuable resource for the fashion community.

If there's a new trend you're curious about, feel free to comment or drop me a direct message.

Let’s enjoy and grow together!

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1. Fashion Feed

• Louis Vuitton unveiled a leather varsity jacket by Pharrell Williams as part of its VIA NFT project, available as both a physical item and a digital NFT.

• Zendaya wore a custom Jacquemus outfit styled by Law Roach at the Challengers movie press conference in LA on April 20th.

• Nike unveiled the A.I.R collection, featuring 13 sneakers designed with AI and 3D printers, co-created with NBA's Victor Wembanyama for the Paris Olympics.

• Versace's “Versace Icon" campaign with Anne Hathaway and Cillian Murphy showcases at landmarks in LA, Paris, Milan, and NY.

• Gucci's limited-edition “Gucci Cub3d Sneaker” combines 3D printing and eco-friendly Demetra material.

• GENTLE MONSTER and Blackpink's Jennie release their third collab, “Gentle Salon”, which Jennie showcases on her Instagram.

• Balenciaga reimagines the Chips Bag for Summer 2024 with new designs and three color options, evolving from their 2023 debut.

2. Collab Corner

ASOS X Guillaume Sauzey

ASOS has partnered with 3D animators and virtual sculptors for their SS24 collection.

In collaboration with art director and visual artist Guillaume Sauzey, ASOS showcased distorted and voluminous digital fashion artwork.

This video quickly caught everyone’s attention, reaching 550K views on Instagram in five days.

Diesel X Culted X Deniz Bazan

Diesel recently launched their D-Runner sneakers campaign, teaming up with 3D artist Deniz Bazan and Culted, a media and entertainment company known for creating digital content.

Drawing inspiration from 1990s basketball sneakers, the campaign mixes Y2K style with today’s digital flair, appealing to GenZ.

The campaign video quickly gained traction, reaching 345K views and 10K likes in one week.

3. The Spotlight

Since last week, Coachella has been all over Instagram.

One standout was Doja Cat's custom outfit, created by hairstylist Charlie le Mindu. It was a fantastic mix of art and fashion.

At Coachella, the outfits worn by celebrities and trendy influencers give us a glimpse into current youth fashion trends.

Let's check out the coolest fashion trends from this year's Coachella.

Dune Core 🐫

A sci-fi style desert outfit, inspired by the movie "Dune Pt.2" has emerged. It includes layers of fabric in shades from beige to brown, along with hand warmers, hoods, and scarves.

@jamescharlesTHIS IS MY FAV FIT EVERRRRRR 🤪 #coachella

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Completely Wet 💦

Creator Steph Hui turned heads at Coachella with her new outfit piece, the Star Cat's Wet Tank, which she featured in her styling videos.

This top looks like it's wet, making it a bold choice that's caught the attention of Gen Z, celebrities, and influencers alike.

Steph's video showcasing the Wet Tank quickly became a hit, racking up 57.6M views and 3M likes in one week.

2010s and Digital Touch 🍭

At this year's Coachella, the standout trend was a progression from Y2K to the 2010s.

The fashion echoed the festival looks of the 2010s, featuring micro shorts paired with bold belts or body chains, and layering with hoodies and bold bracelets.

A digital touch was also added with elements like metallic finishes.

Another popular style from the 2010s included sheer or lacy overlays worn over bikinis or underwear. These were often paired with fur boots and bandanas, a look that was frequently seen.

Coquette Angels 🩰

This spring, the coquette core trend really took off and it was a big hit at Coachella.

People loved the white lace outfits that included corsets, tulle dresses, vintage-style skirts or minidresses, and ribbons. Some even had cute gingham check accents.

Ice Spice and Black Lingerie 🐈‍⬛

Another standout style was the black lingerie vibe look.

Ice Spice rocked the stage in a custom bodysuit by I AM GIA, which featured tied-up black lace.

The trend was all about black sheer lace outfits, corsets, tulle skirts, and slips.

Cowgirl and Boho 🌵

The cowgirl look was all the rage, featuring Western-inspired outfits that often had a touch of 2000s flair or Boho chic.

From Paris Hilton to Miu Miu cowboy hats, these were the hot trends.

The Boho style made a big comeback and was frequently mixed with Western elements. The key features were earthy tones, corsets, lace, vintage details, bold waist belts, and lots of jewelry.

4. #TrendingNow

Rhode Lip Case: How Far Will It Go?

Hailey Bieber has a huge impact on youth fashion.

Unveiled two months ago, her Rhode Lip Case continues to make waves on social media. Many creators have shared posts about it, each giving it their own fun, youthful twist.

Check out a creative shot by fashion creator Erica Stolman Dowdy on Up Next. And don't miss the comment by SZA on that post—it's a fun one to read.

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Even with just one piece of clothing, many of us like to try it on before buying.

And if we go shopping, we want to choose from the myriad of options…honestly, we want the cutest and most trendy.

This mentality is the same in digital gaming.

Every day, millions of Roblox users update their avatars. In the first three quarters of 2023, there were 165 billion avatar updates on Roblox, a 38% increase from the previous year. Additionally, users purchased nearly 1.6 billion digital fashion items and accessories, up 15% from the previous year.

So, how do all these people choose their avatar items?

This experience is available in the 'Avatar Shop' category space on Roblox.

Entering the Roblox avatar shop unveils a spectacle of the most beautiful and trendy UGC items lined up.

Users in this space try on clothes, create matching looks with friends, and interact with each other, shaping the digital game fashion scene.

Let's find out what's happening in this Roblox avatar shop.

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1. Trying On and Shopping on Roblox

• At the core of the Roblox avatar shop is the experience of trying on and buying clothes. When you step into the avatar shop, you'll see a bunch of avatars dressed up in different styles. There's also a catalog menu where you can try on different items to see how they look.

• Playing process is simple—walk around and check the avatar styles. If you find an outfit you like, click on it to try it on, whether it's the whole look or just certain pieces. You can go around or pose to see how they fit. If you come across a style that really speaks to you, you can save it for later or buy it, whether you want the whole outfit or just some parts of it.

• Here's a cool thing: The space is filled with avatars wearing some of the latest and most eye-catching styles. For those passionate about dressing avatars, this space offers enough reason to explore and get inspired.

2. Roblox on Social Media

On social media, interest in UGC content is growing. People are sharing how they style their avatars using items from the shop.

• On YouTube, creators share videos where they style outfits based on different themes or price ranges. They also post short videos showing how they evolve their avatars' looks.

  • NotAmberRoblox | 5.31M 

  • Layla Roblox | 3.82M

  • Lanah | 515K

• Over on TikTok, besides outfit styling, creators also share helpful tips, vlogs, dance challenges, and memes.

  • Kitto |  283.9K

  • MARI | 37.3K

  • iury's group | 35.4K

@marrsavenue꒰🍦꒱ berry avenue outfit codes !! ✧༄┇ ◡̈ 𝐈𝐁 + 𝐂𝐑 :: meh┇ ✦ ⌗taggies ➢ #berryavenue #marrsavenue #berry #berryaves #global #global #foryou #berryavenueoutfitcodes #berryavenuecodes #roblox #amberry #blowup #aunt

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3. Becoming a Top Roblox Creator

• The avatar shop has a leaderboard section where you can check top creators. This helps you discover who designed your favorite avatar styles and follow them for more.

• Many creators also start their own Roblox groups to become more well-known and share their creations with others.

Featured Avatar Item Creators

Curious about who the top creators are on Roblox, as chosen by the users themselves? Let's meet the creators who design the most loved items in the avatar shop, rank on the leaderboard, and produce trendy, best-selling items in the market recently.

• Tiger ® | 356K

• auroriies | 281K

• Kwarm | 199K

• vuriae: 140K

• Valkenheim UGC | 120K

• DIDIgamedev | 113.7K

• .-*sweetness*-. 102K

• xoxo, pastel | 87K

• Miracle Beauty | 86K

• Meozi | 73K

4. Item Design Concepts

Now let’s dive into the latest trends in avatar shops, breaking them down into easy-to-understand styles.

• Y2K: This style is influenced by the early 2000s. Featuring items like denim, ball caps, beanies, low-rise pants/skirts, and casual streetwear. Accessories often include headphones, capturing the essence of that era.

• Kawaii: This style is all about being cute. It uses light, pastel colors and features dresses like those you'd find on dolls, oversized sweaters, and accessories inspired by characters like Sanrio.

• Grunge: This darker, edgier style mixes goth and punk. It's about embracing a wild look with emo influences, tattoos, and devilish designs.

• Preppy: Inspired by the VSCO Preppy look, this style is feminine and simple. Picture summer outfits in pink shades, cowgirl, and earrings. It also ties into the classic American preppy look, associated with brands like KJP, Lilly Pulitzer, and Lacoste.

• Seasonal: This simply means that the avatar outfits change with the seasons, reflecting the typical themes and colors of the time of year. For spring, think of cottage core or fairy-inspired items. Winter brings holiday themes, like Christmas outfits.

Real-World Fashion Trend Influence

According to Roblox Digital Expression Report among GenZ users who are active on platforms like Roblox, shows that many are inspired by trends they see on social media. About 53% say these trends influence how they style their avatars. Trends like Y2K have become major fads in the real fashion world over the past few years, and digital-savvy users are fully embracing these trends in the digital world.

5. Let's Wear Matching Outfits, What's Yours?

• There are avatar shops where you can pick outfits that match with your friends or others. You can style with a partner or sync styles with a friend based on themes or characters.

• For the digital generation, Roblox is more than a game; it's a way to connect, much like social media. In fact, people spend 3-5 times more time on Roblox than on many other social platforms. It's a space where you can meet and bond with friends or partners.

• GenZ often relies on friends' advice: nearly half (49%) of the participants in a Roblox survey stated they prefer to shop with friends in the metaverse rather than alone. These matching looks allow users to enjoy fashion together while interacting digitally.

• An adorable sight to see: you might spot players dancing together in their matching outfits, showing off their camaraderie or partnership in a fun way.

6. What Will You Choose? Prices and Buying Drivers

• An intriguing aspect of the avatar shop is the live board, where you can see everyone's purchases as they happen. It also shows the most popular items and how many have been bought.

• Price Range: The lowest cost per styling is approximately 250-350 Robux (that’s around $3.4-$4.8), mid-range is 500-600 Robux ($6.9-$8.4). And for the really special stuff, prices go above 700 Robux (over $9.7).

• GenZ users are happy to spend a bit on their digital looks: Roblox survey found that over half of GenZ respondents are comfortable with spending up to $10 a month. Some even set aside up to $20 or $50-$100 monthly for avatar items.

• And get this: over a third of respondents love to change their avatar's makeup often, even daily or weekly. Especially among female users, where more than half enjoy updating their avatar's look regularly.

7. Discover Together : Top Roblox Avatar Shops

There's nothing quite like experiencing it for yourself. Let's step into the world of avatar shop spaces and see what's there.

• Catalog Avatar Creator: 2B+ total visits, created by @ItsMuneeeb

• [NEW] Outfit Loader: 217.2M+ total visits, created by @coded clothing

• Avatar Outfits: 29.7M+ total visits, created by @xoxo, pastel

• [NEW OUTFITS] Chibi doll girl outfits: 2.4M+ total visits, created by @sunny side up?

• [GIRL] Avatar Outfits Ideas: 7.6M+ total visits, created by @Outfit Avenue

• [💙] Matching Outfit Ideas: 4.3M+ total visits, created by @.amity.

• [🎀NEW] Aesthetic Girl Outfit Ideas For You: 590.6K+ total visits, created by @aueswe

Let’s Wrap It Up

The Roblox Avatar Shop offers a range of youthful, exciting, and trendy outfits. You can try on clothes before making a purchase, and it's a fun place to hang out with friends.

In Roblox, everyone is both a creator and a fan of digital items. They understand their tastes well and love sharing their interests with others.

This is a new shift in how we think about fashion—starting with digital clothing. Soon, the younger generation may even prefer digital items over traditional ones.

For fashion designers and brands, Roblox represents a unique opportunity. It's a fresh and vibrant space for digital fashion.

If you love this - subscribe!🦄

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Ever thought about joining a digital fashion conference?

It might seem a bit unusual, but it's actually quite exciting, especially if you love style and technology. Here's my perspective after attending the Fashion Metaverse Conference 2024: speakers, topics, spaces.

Hosted by Yiqin Zhu, FMC24 was a gathering spot for anyone keen on digital fashion, offering chats, virtual fashion trials, art viewing, gaming, and even dance parties.

Being part of this event was like stepping into a vibrant world where designers, artists, and industry leaders from across the globe could connect without leaving their homes.

Let's dive in and discover who attended, what unfolded, and share some interesting highlights.

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1. Voices from the Digital Fashion Community

The conference was a hub for sharing. People from various corners of digital fashion, web3, art, and AI exchanged ideas and experiences, giving a window into their universe.

Here is a line up of storytellers:

Artists | Designers: 

• Thakane Bazill, Adriana Krawcewicz, Christopher Sicurella, Yao Yao, Yuliya Ovcharyk, Sarah (samco) Mayer, Wildy Martinez, Zoha Khan, Nova Lorraine, Emanuele Morelli, Stella Achenbach, blu, Christie, Yana Germann, Soledad Gallardo, isadoska, Gianella Cubas, Zoey, onlyoneonplanets, Svitla Volka, AUREA, Marzio Camasso, Canberk Karakaş, Abdulwahed Mohammed, RAFFAELLA CIANI

Founders:

• Aditya Mani, Barbara Fontana Ozawa, Alessandro De Angelis, Astrid Pilla, Louise Laing, Juliane Kahl, Olska Green, Simon Mikolajczyk, Dirk Lohmann, Svetlana Yakunina, Mayya Geo, Armin ZadakBar, Marco Pizzini, Rupert Breheny, Sander Gansen, Ooli Shannon D., Roy Bernheim, Americo Cacciapuoti, Giorgio Gramegna, Roberto Gorini, Hrish Lotlikar, Alexander Aleksashev-Arno, Eleonora Brizi, Dr. Martha Boeckenfeld, Roei Derhi, IRA X LAB, Alexandra Maslova, Michele Imbimbo.eth, Dorothy Williams, David Cash

Creative Directors:

• Gloria Maria Cappelletti, Shayli Harrison, Isabelle Udo, Baris Gencel, Robert Vicencio, Amina Mehti, Maxximillian .eth, Nejc Susec, Micael Carvalho, Nastaran Hashemi, Sogand Nobahar, Jens LAUGESEN 

Thought Leaders

• Blake Lezenski, Kuan-Ning T, Florian Suckfüll, Tomal K. Ganguly, Hugo Barbera, Yejin Lee, Lauren (KALAU) Kacher, Nizzar (Thenizzar) Ben Chekroune, Ionut Gaucan, Carlo Moretti, Olivia Lee, Michele (Mik) Ruberl, Michele Zanello, Alessandro U.M. Raboni, Angelo Ponzi, Janey Park, Nataliya Grimberg, Clem Cartesse

✔️ Interesting note: People in the digital fashion world have no limits to what they can do. They can be a company founder, a creator, and a thought leader all at once.

2. Artists at the Forefront of Fashion

At FMC24, artists and designers were really involved. They took part in panel discussions, participated in open calls, and showcased their digital creations. It was a space where everyone could share and experience each other's work.

Video Showcasing Brands & Creators:

• Gianella Cubas, altr, MUTANI, HGVIS, BF.OZ - Eretikos iki srl, Ecoolska X Isadoska

Artists & Designers Line Up:

• Christopher Sicurella, Emanuele Morelli, Robert Vicencio, Ramon Castillo, Micael Carvalho, Baris Gencel, Catherine AUBIN, Leon Wilkie, Elena RIVAS PAZOS, Maribeth Woodford, Nataliya Grimberg, Jiatong Yao, Nina Sabina Caballero, Gloria Borsellino, Jens LAUGESEN, Rupert Breheny, Yuliya Ovcharyk, ORBYLINE, Yao Yao, Pris Ramoni, IGOR RIBEIRO, Elena RIVAS PAZOS

✔️ Interesting note: Artists weren't just creators; they were active participants, discussing their work, connecting with the community, and leveraging social media to broaden their reach.

3. Virtual Adventures: More Than Just Sitting Around

The conference was held in Spatial and also streamed live on platforms like LinkedIn and YouTube. It featured 8 virtual spaces plus a central hub. Attendees could create avatars to move around in Spatial, join talks and events according to the schedule.

• Fashion Metaverse Conference: The main area where visitors could move to different conference spaces, try on digital fashion items and check creator’s videos.

• Irule Store: A meditation space featuring digital fashion works, riding monster fish, listing to events, and dancing.

• Irule02 / GAME: An Egyptian-inspired spot includes riding wing boards, playing games, dressing up avatars, getting camels, and stepping through portals.

• The Chic Shop: A virtual store let attendees try on digital fashion items, accessories and get rewards by completing quests.

• FASHION CITY: Like a fashion week runway, the space features digital fashion pieces by artists and a photo wall.

• Marthaverse: An Africa-themed area to check out AI fashion works, turn into elephants, or move through portals.

• Global Digital Pride23 Milano: A space for Pride23, where attendees can explore parter spaces and get items by completing quests.

• Shmerz Theatre - Jet Ski Race: A theater to attend events or ride jet skis.

• The Movie Theatre: A cinema to explore art works and join the talking.

✔️ Interesting note: In some areas, avatars sat in theater seats or on flying cushions to join in events. The avatars gathering in these spaces were quite adorable.

4. Fun and Games: Dressing Up, Earning, Playing, Partying

FMC24 was designed to be fun and interactive.

Attendees could try on virtual fashion items, win rewards and special avatars by completing quests, enjoy boating, transform into different animals, play games, and join afterparties with metaverse DJs like Ines Illipse, Lofi R, and Dope Stilo.

✔️ Interesting point: A conference can get dull if it's all talk and no play. But having the chance to soar on flying animals, join talks by artists while try on their digital outfits makes the metaverse exciting.

5. Digital Hangouts: Making New Digital Buddies

It was also a perfect spot for making new pals in the digital fashion world.

The conference offered digital meet-ups and chats, ensuring that no matter your location, you could connect with the community.

✔️ Interesting note: It was enjoyable to see and talk to the avatars of digital fashion pioneers. These avatars were creative, adding a fun touch to the meetings.

6. Listening to FMC24

Let's take a closer look at what was discussed at the conference.

Each day had its own theme, covering different parts of digital fashion. This included industry insights, community talks, and artistic displays.

• Day 1: Digital Fashion | Full Live Streaming

• Day 2: Web3 & Community | Full Live Streaming

• Day 3: AI Fashion & Art | Full Live Streaming

• Day 4: Artist Speech | Full Live Streaming

Let’s Wrap It Up

The digital fashion community is all about positivity and supporting each other, while shaping what fashion will look like in the future.

At events like the FMC24, it doesn't matter where you are in the world; you can chat, share thoughts, try on cool designs, show your own work, share your story or listen to others', or just have fun playing games together. 

I hope for more similar events in the future!

Let me know if you are planning to make one.

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GenZ creators are shaping the styles and trends we love today.

Right now, GenZ is at the heart of sparking our imagination. They're setting trends and consuming them.

Understanding them is key, whether you want to succeed in business or just stay trendy.

A unique attribute of GenZ is that anyone can be a creator, artist, designer, model, influencer, or even all these at once.

They don't stick to the old rules.

Through social media, GenZ freely expresses their unique tastes.

One hot trend from GenZ is blending the digital with the real world.

Picture creating art digitally, 3D printing it, then capturing those perfect, styled selfies.

This trend is taking over social media and shaping everything from product design to what we wear.

Ready to see GenZ creators in action?

Here are the top 7 creators who bring youth vision to life.

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1. Mona Thomas

• Instagram 138K | TikTok 14.1K

• Mona is the creative director at @hunidesignofficial. She merges digital and physical realms in her designs. Her posts mainly feature youthful and streetwear-inspired creations, digital works, selfies, and inspirations.

• Signature pieces: Custom eyewears and masks for celebrities like J Balvin and Lil Nas X

• Fun Fact: Mona blends streetwear, digital fashion, and GenZ energy to define her style. Kanye West is a fan of her unique style.

2. MLMA (Me Love Me A Lot)

• Instagram 1.2M | TikTok 2M

• MLMA is an influencer who exhibits a unique, punk vibe fashion similar to avatars in games. She stands out as a multi-artist, embracing various fields. She is a rapper, visual director, model, painter, and fashion designer. She is also a director of unisex fashion brand “SKØØT”.

• Signature work: Customized masks and eyewear featuring 3D designs and printing, along with selfies enhanced by 2D and 3D elements.

• Fun Fact: As a multi-artist, her content has no bounds. 

3. JAMIE-MAREE SHIPTON

• Instagram 119K

• Jamie is a stylist, photographer, and creative consultant. Her content features fashion brand runway details, inspirational digital editing, her own edited runway highlights and backstage shots.

• Signature work: Backstage shots of Diesel's AW24 show for Dazed, and fashion week street style shots using her own AI filters.

• Interesting Point: What happens when digital creativity is added to high-fashion runways?

4. Offgod (Andrew Mok)

• Instagram 423K

• Offgod crafts unique wearable pieces and figures that might remind you of characters from 2000s video games. He also creates 2D and 3D digital fashion and art, capturing his cool daily lives.

• Signature pieces: Collaboration piece with A.SOCIETY, the AirPod Max accessory + detachable sunglasses mask called "vern"

• Fun Fact: His digital yet round-shaped design resembles Astro Boy.

5. Magda Kaczmarska

• Instagram 159K | TikTok 29K

• Magda is a stylist and art director who's part of the team at @thewallgroup. She showcases unique and youthful styling and fashion inspiration, themed around various colors and objects.

• Signature pieces: Her legwear styling content–inserting unique objects like earphones, flowers, screws, feathers, money, and stickers into her tights.

• Fun fact: Have you seen people cheer with Tabi boots?

6. Cannelle

• Instagram 360K

• Cannelle blends girlish and Y3K (fashion trends look like in the 3000s digital world) style. She creates pinkish and dreamlike vibes. She showcases styling and inspirational content.

• Signature work: Y3K-themed posts, especially her partnerships with the Japanese wig brand @tomikono_wig. She infuses her styling cuts and inspirational content with digital editing.

• Fun Fact: Y3K fashion is more than just copying video game characters; it's about embracing and showcasing a fresh, fashionable trend, just as Cannelle does.

7. Lívia Nunes

• Instagram 1.1M | TikTok 838.5K

• Livia is a fashion and beauty influencer. She works with big-name brands such as Miu Miu, Valentino, Courrèges, Coperni, and Rhode. Her posts range from professional brand campaigns to global fashion weeks, along with her styling inspo.

• Signature work: Blending digital flair into fashion, including lightning eyewear, AR filters, and CGI. Plus a DIY Carmed life jacket.

• Fun Fact: Livia represents what many love about influencers, but with a twist – she infuses her content with a digital edge.

Let's Wrap It Up

We're surrounded by so much content everywhere.

It's tough to sift through it all and notice the new trends quickly.

GenZ creators in this article are trend setters expressing their unique styles.

Their style is a cool mix of the real world and digital, bursting with personality and a unique sense of humor.

They make, share, and enjoy things in their own special way, showing what they're passionate about and really good at, all without filters.

What's really striking is their success on social media.

Their high engagement is a sign that a new and exciting trend is being born.

If you love this - subscribe!🦄

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Virtual fashion is exciting because it's not limited to fashion only brands.

In the digital world, you can wear electronic devices, outfits inspired by your favorite anime, and even CVS snacks.

Quite tempting, isn’t it?

This digital realm allows brands to blend gaming with digital fashion on platforms like ZEPETO.

They're captivating the digital-savvy crowd with their unique vibes and playful campaigns.

You may have noticed fashion brands making waves on ZEPETO. | Click here to explore more

Now, let's switch it up and see how non-fashion brands are getting in on the action.

Stick around—there's so much to explore in this vast digital playground.

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1. Hyundai: Gear Up in Style

Spaces

• Timeless Seoul | 48.8K visits

  • Launched in March 2024

  • A retro concept space replicating Seoul from the 70s-80s. Players can ride a vintage car “Pony”, play a race game, complete quests to customize their cars for game advantages, and try on retro concept fashion collections.

• Planet Hyundai | 783K visits

  • Launched in July 2022

  • A virtual space featuring their IONIQ 6 model. Users can drive cars and play the Beat Racing game.

• Downtown (Future) | 4.6M visits

  • Launched in May 2019, updated Hyundai Motor Studio in the space in March 2022 

  • Players can explore the S-Hub transit center, ride the S-A1 air vehicle, and discover S-Link mobility concepts like a clinic, party room, and food trucks.

• Driving Zone | 11.9M visits

  • Launched in June 2020

  • Virtual Hyundai Motor showroom exhibit of the Grandeur model and a track space where players can drive the car.

What to Wear

• Pony fashion and accessories collection, avatar special effects

• Hyundai’s eco-friendly Re:Style clothing collection

Marketing

• Social media reward event: sharing content including dance challenges with hashtags. 

• Collaborate with their global ambassador BTS: Promoted collaborative content on screens in ZEPETO spaces. Hosted 'I'm On It' challenge, where players upload avatar selfie content with BTS to their social media.

• Eco-friendly giveaway event: Players who complete the 'Plogging' quest, collecting trash while jogging, receive avatar fashion items as a reward.

• Pop-up ads in ZEPETO app.

• Promoted through Hyundai’s official Youtube, Instagram, TikTok channel and website.  

What to Take

• Introducing their future mobility concepts while boosting brand visibility among young users.

• Multi-cultural arena that blends entertainment, brand education and digital fashion.

• Timeless Seoul is currently ranked on the most popular ZEPETO World.

2. Sailor Moon Cosmos: Moon Magic

Space 

• Pretty Guardian Sailor Moon Cosmos The Movie | 630K visits

  • Launched in February 2023

  • Inspired by the trailer of the movie 'Pretty Guardian Sailor Moon Cosmos'. Users can explore a school rooftop and cosmos, setting up special effects by wearing Sailor Guardian items.

What to Wear

• Sailor Moon Guardians’ clothes, hairstyles and accessories with 2D anime-style or 3D

Marketing 

• Photo booth content sharing and social media hashtag events

• Playing a movie trailer in their ZEPETO space

• Sailor Moon Personality Test: Users can identify their Sailor Moon Scout, share it on their social media for a chance to win a reward

• UGC: Outfit styling, dance challenges, memes

What to Take

• Attracting existing Sailor Moon fans. Appealing to everyone from GenZ and Alpha to Millennials who feel nostalgic

• Y2K trend dominating

Fun Factor

• A dream-like game space. Sailor Moon characters' costumes are accurately recreated in ZEPETO.

3. BLACKPINK (YG Entertainment): In Your Area

Spaces

• Blackpink Square | 7.5M visits

  • Launched in December 2022

  • New album concept showrooms. Players can join flashmob challenge and game with BLACKPINK songs, coin collect quests, explore virtual items showroom with trying on, connect with BLACKPINK official website.

• Smash Rumble | 7.1M visits

  • Launched in September 2022

  • A jumping game where players can play with others. Offering virtual items from BLACKPINK's music video.

• BLACKPINK House | 40.5M visits

  • Launched in July 2020

  • Themed areas such as a kitchen with BLACKPINK's macarons, a living room for socializing, and a bedroom. Featuring a rehearsal studio where fans can practice BLACKPINK's dance moves.

What to Wear

• Avatar costumes replicate BLACKPINK members' signature outfits, makeup, and hairstyles 

• Fan club goods items like lightsticks and megaphones

Marketing 

• Promotion through BLACKPINK members' official Zepeto accounts

• A virtual signing event for fans

• Sosial Media Event: Flashmob dance challenges with hashtags. Coin giveaway event for BLACKPINK's 7th Anniversary

• UGC: Music video and dance challenges, memes, avatar styling

What to Take

• Targeting the global K-pop fandom and establishing a new virtual fan community

• Communicating with digital savvy fans.

• Their previous virtual music video "Ice Cream" created with Zepeto got over 140M views.

• BLACKPINK House consistently ranks on the most popular ZEPETO World.

Fun Factor

• Top-notch short videos that look just like real music videos.

@zepeto.official.ttI love you and me❤️ Dancing in the moonlight🌕 Create your favorite JENNIE outfit on JENNIE's 'You & Me' Wardrobe! #ZEPETO#JENNIE#SpecialSingle#YouandMe#YouandMeChallenge

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@zepeto.official.ttDo you smell the scent of flowers wafting through the air?🌸 JISOO has arrived as a 'FLOWER' like a warm spring breeze🌹 From JISOO's powerful red style to her pure white style! Meet JISOO's rich beauty here in ZEPETO❤️🤍 #JISOO #BLACKPINK #FLOWERchallenge

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4. Dior: Glam Up

Project 

• Dior Beauty's digital makeup collection

  • Launched in July 2021

What to Wear 

• Featuring 9 makeup looks designed by Dior's Creative & Image director Peter Philips

Marketing

• Promoted on ZETETO’s official Instagram

• UGC: Makeup tutorial and looks

What to Take 

• Securing long-term customers: Engaging with the young generation and establishing brand presence among them

• Making luxury beauty affordable in the digital realm

• Capturing GenZ's preference by making brand logos visible on avatars

• This marks Zepeto's first foray into beauty collaborations

5. KCON LA 2023: K-Wave Vibes

Space 

• KCON WORLD | 659K visits

  • Launched in August 2023, coincides with KCON LA with ongoing service post-event.

  • Features an KCON WORLD, modelled on the KCON LA 2023 SHOW and Convention, with various K-FOOD, K-BEAUTY booths and interactive areas.

What to Wear 

• K-POP artist-inspired outfits

• Virtual goods of KCON and participated artists

Marketing

• Hosts interactive games like the POPPIA dance challenge with social media hashtag sharing event 

• Artist interactions in the Star Zone and Floating Star Booth in the world

• Showcasing K-POP artists content on the screen in the world

• UGC: Dance challenges, memes, KCON review

What to Take 

• Engaging with global K-POP fans and digital-savvy users

• Extend K-Culture experience into the virtual world 

• Government and association support from South Korea's Ministry of Science and ICT, showcasing the initiative's significance in promoting K-Culture 

@alyssatlyCome along to the kcon day 3 red carpet with me! Thank you @ZEPETO USA Official for giving me the opportunity to share this experience with you guys! #ad#ZEPETOxKCONUSA#ZEPETOUSA#kcon#kconla#kconla2023#kcon_world#kpop#kpopfyp#straykids#gidle#itzy#everglow#jo1#lapillus#justb

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6. Disney: Fantasy Realms

Spaces

• The Little Mermaid | 10.8M visits

  • Launched in August 2021, additional items released in June 2023

  • Disney's 'The Little Mermaid'-themed World 

  • Players can explore the world and find hidden treasures for access to attractions. They can play a mini game at the Witch's cave, try on The Little Mermaid-themed apparel at the shop

• Toy Story | 16.3M visit

  • Launched in May 2020

  • 'Toy Story 4' themed space including a photo zone

  • Users play shooting games at a carnival, with scores on a leaderboard. Top players win rewards. 

• Beauty and the Beast | 10.4M visit

  • Launched in February 2020

  • Inspired by the Beast’s castle in the Beauty and the Beast

  • Users can waltz in the dance hall, have tea time in the dining room, find a rose on the terrace, and try on virtual items.

• Alice in Wonderland | 11.6M visits

  • Launched in October 2020

  • Disney's 'Alice in Wonderland' inspired space 

  • Users enter a rabbit hole, solve clues to escape a magic room, traverse the Sea of Tears, join a tea party, try Alice and Mad Hatter outfits, change the body size with cookies and potions.

What to Wear 

• Hair, fashion, accessories, special effects inspired by Disney characters

• Special theme collections such as Halloween, Disney villains and 100th Anniversary limited collection

Marketing

• Promoted through ZEPETO global account for new releases and events 

• Players can get free outfits as rewards by accumulating points in a game 

• Wearing items from this collection increases in-game benefits, enhancing their collectible value

• Disney Princess Test: purchasing princess items grants extra rewards

• UGC: Disney princess transformation, TikTok dance short videos 

What to take 

• Strong character power: Attracting existing Disney fans and expanding the fan base to the digital generation

• Launch virtual versions simultaneously with their new movie and series releases to amplify promotional effects

Fun Factor

• The recently released Disney outfits are designed to be cute and beautiful, applying doll dress or influencer concepts. Imagine modernized Disney characters.

7. Samsung: Milky Way

Spaces

• My House | 1.2M visits

  • Launched at CES 2022, in January 2022

  • Offers self-home decorations, allowing players to personalize virtual homes with Samsung’s latest home appliances and electronics

  • Connect with their others spaces and official website

• Samsung Olympic Games Showcase | 157K visits

  • Launched in December 2021

  • A winter season space created to commemorate the 2022 Beijing Olympics as an official partner

  • Players can experience Samsung Electronics items and move through the portal

• Galaxy House | 2.8M visits

  • Launched in July 2021

  • A space for playing a jumping game

  • Players can receive an exclusive skateboard upon completing quests

  • Features include virtual try-on of Galaxy items, portals to other Samsung spaces, and floor mode changes

What to Wear 

• Mobile devices and electronic gadget accessories, special effects 

• Samsung lifestyle fashion and accessories

Marketing

• Co-create content and ZEPETO coin reward events

• Communication and promotion with Samsung and Galaxy official ZEPETO accounts

• Ranking the best house design and promote top creators weekly (My House)

• Collaborate with their global ambassador BTS: Screen promotion in the world, photo spot (Galaxy House)

What to Take

• Customization and creator rankings align with GenZ's self-creator culture

• Phygital items drive sales in both digital and physical realms

8. CU: Eat or Wear?

Spaces

• CU Jump and Run | 778K visits

  • Launched in September 2023

  • Game space made with CU stores of snacks, players participate in games with other users.

• Hangang Park | 35.1M visits

  • Launched in November 2020, renewaled in July 2023

  • Virtual CU convenience stores located in the Han River area in Seoul. Activities includes the terraces, rooftop cafes, mini quests, and reward items.

• Classroomc | 145M visits

  • Installed CU in the space in September 2021

  • Cafeteria with CU store, classroom and school rooftop spaces. Activities includes dancing with other users, mirror selfie zone, moving spaces through the portal, browsing CU products and having snacks.

• Subway Station | 16.6M visits

  • Launched in March 2020

  • Space of CU Hongdae Subway Station branch, activities includes riding subway, photo zone, browsing snacks, performing at the stage.

What to Wear

• CU X Mardi Mercredi Collaboration: Released in March 2022. Collaboration features fashion items such as skirts, knee socks, hairpins, and crop t-shirts with Mardi Mercredi's signature flower pattern.

• Virtual fashion, accessories, makeup, hairstyle and CU snack items incorporating CU’s brand color and logo. 

Marketing

• Promotion of new CU products and content posting under the virtual mascot "Haroo"

• Game play event and rewards–posting with required hashtags, photo zones posting events, challenge with rewards, 

• Live fashion shows hosted by Zepeto creators 

• Real life Triangle Kimbap coupon giveaway

What to Take

• Expanding genres through collaborations with popular fashion brands among 10~20s, starting from food and beverages. 

• Making convenience store products accessible and familiar to the digital generation online.

• Classroomc consistently ranks on the ZEPETO World popularity chart.

Fun Fact

• CVS in a game space resembling Seoul's Han River is like a virtual K-GenZ experience.

9. Sanrio: Hello, Kitty!

Space

• Hello Kitty 50th Anniversary | 631K

  • Launched in November 2023

  • Players can try on and purchase collaboration items at the apparel shop, join a dance challenge with Hello Kitty on the stage, take pictures at photo zones, play a game and get special gifts at the Jump Map. 

  • At the Boutique Store, players can design their own Hello Kitty costumes, decorate a store, and sell their items.

What to Wear

• Virtual items including hairstyles, costumes, makeup and accessories by Sanrio characters, such as Hello Kitty, Kuromi, My Melody, and Cinnamon Roll

Marketing

• Social media reward events for sharing content took from the world with hashtags

• Pop-up ads on the app and promote at the event zone in their world

• Sanrio Virtual Festival 2024 Collaboration: Launching collaborative fashion items, events with popular creators as official ambassadors, and live events with reward

• UGC: TikTok and Youtube shorts have high engagement. Mainly includes character outfit comparing, styling, dancing challenges and world review.

What to Take 

• Inflow from existing Sanrio fanbase and expansion into the digital generation.

• Co-creation contest for engagement, fostering a culture of “building together”

• Their Hello Kitty 50th Anniversary World garnered 414K visits in a week 

Fun Factor

• Beyond character promotion, fashion items with beautiful designs themselves, emphasizing cuteness

@kawaiimlnCheck out this amazing collaboration on ZEPETO!💖 @ZEPETO Official @ZEPETO USA Official #hellokitty50th #hellokitty #ZEPETO #ipadapp #zepetotiktok #sanrio #hellokittygames #hellokittyfan #sanrioaesthetic #sanriocore #app #iphone

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10. Attack of Titan: We Are The Hunters

Space 

• Attack on Titan Survival | 2M visits

  • Launched in November 2023

  • A game where multiple players escape from the Titan's attacks for a specific period. Survived players gain points which allow purchase items or use of more ODM gear bombs.

What to Wear

• Eren/Mikasa inspired outfits and weapons

• Purchasing and owning these items, sold within the Brand Shop & Collab World, give players an in-game advantage

Marketing

• Users who upload content of themselves playing in this world can enter a draw to win rewards.

• Limited-Time Item Gift: Win a total of 10 times to receive a limited edition Attack on Titan 10th Anniversary balloon, usable within their world.

• Ranking System: The ranking board is updated monthly to display top-ranked players. Climbing the ranks earns military rank titles. Top players are featured on the ranking board, which can increase their followers.

What to Take

• Targeting global manga fans and digital-savvy.

• Their world consistently ranks on the ZEPETO World popularity chart.

 Fun Factor

• The game is thrilling and fun. Also scary and difficult.

@zepeto.official.ttBREAKING! ZEPETO recruiting Survey Corps 📢 #AoT Collab World OPEN 🏰 Titans arrived in ZEPETO Shiganshina District 🚨 Join the Survey Corps and beat the Titans! 10 wins with the Vertical maneuvering equipment leads to AoT 10th anniv. limited item?! 🤩 Dedicate your heart🤌 #ZEPETOxAttackOnTitan #ZEPETO #shingeki #aot #AttackOnTitan #shingekinokyojin #進撃の巨人

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11. Bratz: Digital Chicks

Collection

• Pretty 'N Punk

  • Launched in January 2024

  • Punk-inspired collections of the Bratz world

What to Wear

• Hair, outfits, and accessories for styling as Bratz dolls: Sasha, Cloe, Yasmin, and Jade.

Marketing

• Promotion through ZEPETO's official Instagram and TikTok accounts. 

• TikTok and YouTube Shorts UGC: Mainly “Get Ready With Me” and Bratz character customization content

What to Take

• 2000s trend: Collections and collaborations with characters that reflect the fashion and cultural trends of the 2000s, beloved by the young generation

• Creator power: Leveraging ZEPETO's customizable features for top creators to create unique content

@zepeto.official.ttCool girl from BRATZ is here! Follow this tutorial to make Yasmin💃 #ZEPETO #BRATZ #bratzdoll #bratzyasmin #doll #bratzdolls #zepetoedit #zepetotiktok #fyp #zepetofyp #trending

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Let's wrap it up

From big names like Hyundai to iconic ones like Bratz, it's obvious that digital fashion is open to all.

These brands are creating experiences, memories, and a whole new way to express ourselves.

Keep being stylish, embracing the digital realm, and never stop exploring new ideas.

Catch you in the virtual world 🤳🏻

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Ever wondered how cool it would be if the digital handbag you bought in a game could magically appear at your doorstep? Today, we're diving into an epic topic that merges the world of fashion with the cutting-edge tech of Web3.

I had the incredible opportunity to chat with Justin Banon, Co-Founder of Boson Protocol, and trust me, this conversation is like peeking into the future! 

So, let's dive in, keeping it simple and fun.

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1. A Simple Explanation of Boson Protocol

Q.Yejin Lee: Can you explain Boson Protocol like I'm five?

A.Justin Banon: Imagine buying a digital handbag in a game like Barbie Dreamhouse and getting the real thing delivered to your doorstep. That's Boson Protocol for you! It lets people buy and sell things without needing a big store in the middle, making everything fair and safe. Boson makes sure that if you buy something everything goes smoothly, even if you're trading with someone you don't know.

2. The Spark Behind Boson Protocol

Q.Yejin Lee: What inspired you to start Boson Protocol?

A.Justin Banon: My journey with digital vouchers for airport lounges, when I started at Priority Pass. It led me to explore blockchain commerce, envisioning a platform that transforms how we buy and sell things in this digital age. Thus, Boson Protocol was born.

3. Fashion Brands, Listen Up

Q.Yejin Lee: Why should your favorite clothing brand care about Boson Protocol?

A.Justin Banon: We're moving into a new era of the web - Web3. Brands need to keep up with technological shifts to stay relevant. Boson Protocol helps brands step into the future, offering a new way to engage with consumers through decentralized commerce. It's all about connecting with the next generation, in a whole new way.

4. Making Digital Fashion The New Black

Q.Yejin Lee: How does Boson make it cool for brands to sell their stuff in the digital world?

A.Justin Banon: Boson is the secret sauce that enables brands to turn their physical items into digital tokens. Imagine buying a digital sneaker that's actually a token you can trade, gift, or redeem for a real sneaker. This opens up exciting and innovative ways for brands to connect with their audience.

5. The Magic of Turning Sneakers Digital

Q.Yejin Lee: What's the magic behind turning a physical sneaker into a digital one with Boson?

A.Justin Banon: It's all about ensuring trust and security in the transaction. Boson uses smart contracts to guarantee that if you buy a digital sneaker, you'll either get it in real life or get your money back. It's a secure bridge between the physical and the digital.

6. Coolest Brand Moves

Q.Yejin Lee: What's the coolest thing a brand has ever done using Boson?

A.Justin Banon: The coolest thing ever? Brands like Tommy Hilfiger joined Metaverse Fashion Week by Decentraland, digitalising physical items and selling them. Creating items that exist both online and IRL. Boson is making this innovation come true.

7. Tracking Digital Fashion Like a Game

Q.Yejin Lee: Can brands track their digital sneakers or dresses like a video game item on Boson?

A.Justin Banon: Yes! Boson allows brands to create a digital twin of your sneakers or dresses, making it possible to track both realms. This adds a whole new layer of interaction and engagement with products.

8. Web3 Shopping Adventure

Q.Yejin Lee: How does Boson make shopping more fun and innovative?

A.Justin Banon: Shopping with Boson isn't just clicking and buying; it's an adventure. It's about going on quests, unlocking special items, and being part of a story. Boson turns shopping into a game, making it more fun and community-driven.

9. Being Part of Boson Universe

Q.Yejin Lee: How can someone my age get involved with Boson Protocol?

A.Justin Banon: Jump into our community through social channels like twitter and telegram. We value our community and we are moving towards being fully governed by our users. You can be part of a journey towards something pioneering and groundbreaking.

10. The Power of Community

Q.Yejin Lee: What role does the community play in Boson Protocol?

A.Justin Banon: The community is at the heart of Boson, driving the project towards full decentralization. Our community is the space where everyone has a say, shaping the future of commerce in the Web3 era.

11. Advice for Fashion Brands

Q.Yejin Lee: What advice do you have for fashion brands in Web3?

A.Justin Banon: The future is about authentic engagement in the Web3 space. With Boson, brands have a unique opportunity to connect with a young, trendy, digital-savvy audience. Now's the time to get real and to embrace this new wave.

So, there you have it!

Chatting with Justin Banon painted a vivid picture of the future of digital fashion.

Boson is more than just a platform; it's a bridge to the next era of commerce, blending the physical with the digital in ways we've only dreamed of.

For anyone curious about Web3 or digital fashion, Boson Protocol is a testament to the power of innovation and community in shaping the future.

Whether you're a brand looking to innovate or just someone curious about the future of fashion, the world of Boson is something you won't want to miss out on.

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A defining characteristic of GenZ is their culture of self-creation.

With the technological advancements of Web3, this culture is shining brighter than ever. 

Creators are unleashing and monetizing their imagination digitally, leading to even more unique works. This movement has significantly transformed digital fashion. The path to becoming a digital fashion creator has become more diverse.

Now, not only designers and artists but also influencers, models, and content creators can embrace this role—and even all at once! Digital fashion creators setting trends are bold. They amplify their unique concepts and stories.

But they don't stop there–they actively utilize social media. By uploading content, promoting aggressively, and engaging with their community, they capture attention. Users are enthusiastically responding to their content.

Let's now explore the trendiest digital fashion creators on social media.

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1. Zlu

• Instagram: 176K | TikTok: 760.9K

• Creator: Ilian Gazut

• Zlu is a creative and humorous virtual influencer in blue. He is receiving immense love from the younger generation on Instagram and TikTok. He is actively collaborating with digital and physical brands, including fashion. Zlu's content blends with digital creativity in popular memes and video shorts. 

• Highlight: Content where buildings, streets, and lawns become part of the fashion ensemble.

• Collaborations include Fila, Pull&Bear, and slamthings.

2. Ines Alpha

• Instagram: 156K

• Ines Alpha is a digital artist with a dreamy concept focused on 3D makeup. She is also the Global Creative e-makeup artist at Prada Beauty. Her work predominantly features purple and pink hues with neon colors. She showcases floral-themed makeup and fashion AR filters. Her creations are dreamy, organic, and emphasize beauty. It makes her digital content highly appealing to youth culture. In particular her short video content garners significant attention.

• Collaborations include developing AR makeup filters with ffface.me, and projects with Meta and Creators, Clarins, and Samsung.

3. Chrryt

• Instagram: 161K

• 3D Artist specializing in Character Design & Digital Fashion. Chrryt boasts high engagement on Instagram. Known for avatars created with hyper-realism graphics. The artist primarily uses skin tones and grayish color palettes. The delicate rendering and digital takes on Sci-Fi or historical concepts are beloved by the young community.

• NFTs include LIPSYNC https://foundation.app/collection/lipsync and APFP (https://foundation.app/collection/apfp : Strategic minimum amount of NFTs

• Collaborations feature stylist3d_official and The Fabricant.

4. 888 Vampires

• Instagram: 64.1K

• A digital fashion designer and creator known for futuristic chrometype digital fashion items. 888 Vampires is popular among teens and young adults for celebrity cover art. The Instagram community highly favors their work, evident in the number of likes.

• Celebrity cover art features Jennie and Kylie Jenner

• Collaborations include Harper's Bazaar and arjintai.

5. Davina India

• Instagram: 111K

• A digital designer, model, and influencer known for her futuristic chrometype designs. Especially a girly mood, Davina India has a substantial fan base on Instagram. Her recent 3D printed item content has garnered a lot of attention.

• Highlighted work: 3D printed fashion items

6. SKEEVA

• Instagram: 25K

• Skeeva is an Art Director and Digital 3D Artist. He brings a unique blend of 3D dark-art surrealism and cyberpunk to digital fashion. His work involves creating unique concepts. He also transforms real-world fashion into digital versions for global brands. His recent designs using Midjourney have attracted considerable attention on LinkedIn and Instagram.

• Collaborations include Genesis

7. Daniella Loftus

• Instagram: 14.2K

• Daniella Loftus is CEO and Creative Director at pronounceddrop, as well as founder of DRAUP. She is an artist, model, and describes herself as an imaginary influencer. Daniella is known for her pioneer work in digital fashion. She shares digital outfits on social media. Additionally, she collaborates with well-known magazines, digital fashion artists, and brands.

• Collaborations : Tribute Brand, Zero 10, nft now, DAZED, Vogue Business

Conclusion

Digital fashion creators are not confined to a single genre. 

As we've seen with the trendy creators in this list, they can engage in a variety of activities.

Two things are crucial: First, expressing one's story in any desired form.

And second, actively interacting on social media, where this digital generation is deeply immersed.

The digital fashion culture crafted by self-creators is set to evolve into something even richer than it is today.

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Have you heard this phrase before?

How exactly AI interacts with fashion? Experiencing it firsthand can be more impactful than just hearing about it.

During the 2024 F/W Seoul Fashion Week Samsung hosted the “Galaxy Studio Fashion” experience at the DDP Plaza Seoul.

This event showcased a digital fashion experience utilizing new AI features installed on Samsung’s latest mobile devices.

What made “Galaxy Studio Fashion” experience special was not just product promotion.

It was allowing the younger generation to directly consume and enjoy fashion digitally powered by AI.

Let's explore how Samsung engaged with the digital fashion culture.

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“Galaxy Studio Fashion” Event Details

• Location: DDP(Dongdaemun Design Plaza), 281 Eulji-ro, Jung-gu, Seoul

• Event Period: February 1 to February 5, 2024, 11:00-19:00

Key Experiences at “Galaxy Studio Fashion”

1. Editing with Samsung's Generative AI

Visitors could edit their photos, taken with the GalaxyS24 by professional photographers, using AI's 'Generative Edit' feature.

This could automatically remove people walking by in the background or adjust the positioning and composition of the subject.

Edited images could be used like magazine spreads, broadcasted in real-time to LED screens at the Fashion Week venue, or printed in the form of film photos.

@dazedkoreaGalaxy AI is here #광고 / 삼성전자가 2024 서울패션위크의 뜨거운 현장에서 갤럭시 S24를 선보입니다.  / ✔️갤럭시 AI로 간편하게 스트릿 화보를 완성하는 생성형 편집과 편집 제안 / ✔️외국어도  간단하게 번역하고 요약하는 노트 어시스트 ✔️탐나는 패션 아이템을 간단하게 즉시 검색하는 서클 투 서치 / 갤럭시 S24의 다양한 AI 기능을 경험해 볼 수 있는 시간! DDP 어울림광장에서 만나요! / 기간 : 2024.02.01(목) ~ 2024.02.05(월) / 장소: DDP 어울림광장  / 운영시간: 11:00~19:00 / * 갤럭시S24 포토 촬영 : 11:00~17:00 / Editor Keem Hyobeen / Film Park Haeju, Kim Jiseop, Kim Jinhyeon, SL‘EX / #갤럭시스튜디오_Fashion #GalaxyAI #갤럭시S24

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2. Circle to Search (with Google)

While watching YouTube Shorts content from designer brands like MMLG/SUNWOO, visitors could draw circles around fashion items on mobile screen to search for information about these items.

3. Note Assist

Information about fashion shows from SFW and global brands could be translated and summarized in real-time into different languages.

Digital Era Social Media Marketing

• Instagram Hashtag Event: Samsung ran a social media posting reward event through its official Instagram channel.
  
  Participants uploading their experience at Galaxy Studio Fashion could win goods through a draw held on-site.

• Youth Magazine Collaborations: Promotions were carried out in collaboration with popular Instagram youth magazines, such as DAZED, Front A and MAPS.
  
  These magazines introduced the event booth and AI's 'Generative Edit' feature.

• Collaboration with Fashion Influencers: Influencers promoted the event through Instagram feeds and short video content, showcasing their experiences with AI fashion at the booth.

What you need to take from Samsung’s “Galaxy Studio Fashion”

A. Choice of Venue

Seoul Fashion Week was a smart choice for presenting fresh, fun, and personalized digital experiences.

Great for attracting future customers.

B. Get Used to AI Fashion Culture

Through Samsung's event, the public got a firsthand experience of using AI to engage with fashion.

With the advancement of AI, it's now easier to find information about desired fashion items and purchase with a single click.

AI is creating a new, personalized, and interactive fashion culture.

C. Audience Participation, UGC Creators

The era of Web3 powered digital fashion culture means equal access, ownership, and creation.

Samsung's event enabled customers to express their unique fashion styles and share their experience.

It is a step to the right direction.

Conclusion

AI technology will continue to integrate swiftly into our everyday lives. Allowing us to unleash our imagination without physical limits.

Excitement is building for the upcoming digital fashion world, driven by AI advancements.

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Roblox is reshaping the fashion landscape with trending games such Dress to Impress. Dress to Impress is the most engaging and popular fashion game on Roblox. But what is it about Roblox and Dress to Impress that captivates its users in the world of fashion?

Crucial to answering this is understanding digital fashion trends that resonate with Gen Z and Gen Alpha. Delving into their preferences within these Roblox games offers valuable insights into what excites and motivates them in the digital fashion world.

Join me in the intersection of gaming and style, where Roblox users are not just dressing but playing to express their unique fashion creativities.

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Dress to Impress Overview

1. Dress to Impress Stats

2. Dress to Impress Game

3. Dress to Impress Gamepasses

4. Dress to Impress Marketing

5. Dress to Impress Design Trends

6. My Insight into Dress to Impress

1. Dress to Impress Stats

• Demographics: All ages

• Launch Date: Oct 18th, 2023

• Rate: 94.3K votes, 89%

• Active Users: 7~10K

• Total Visits: Over 107M

• Creator: @GigiAirlines

• Community: Roblox Official Group | Twitter | Discord

2. Dress to Impress Game

Dress to Impress turns fashion into a thrilling competition. Players style their avatar according to a theme within 300 seconds to enter the contest.

They can coordinate hair, makeup, skin color, outfits, accessories, and customize each item with their desired colors and patterns.

After styling, avatars struy the runway, and users cast their votes. Winners earn rewards and rankings, progressing from new model to top model.

3. Dress to Impress Gamepasses

VIP(Paid) Pass in this game offers access to special, more detailed, and diverse items. For example, users can coordinate Limited items, set advanced custom options and apply a Run Faster feature for quicker avatar movement.

4. Dress to Impress Marketing

The game enjoys robust UGC from YouTubers, TikTok creators, and influencers. Content includes play with me, styling hacks, game introductions, and winning outfit creations. This approach targets fashion-savvy and digitally-engaged young audiences.

Top Content Creators

• Leah Ashe : 5.01M subscribers on Youtube

• Lana Rae (Lana's Life) : 4.8M Followers on TikTok, 3.24M subscribers on YouTube

@lanaslifeeeTag the FRIEND you do this with ON ROBLOX.. 🤭🤣😇

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• Sinjin Drowning: 749K subscribers on Youtube

5. Dress to Impress Design Trends

I have compiled the most popular designs that garnered the most votes from players based on various topics. These top designs help understand the digital and gaming fashion trends preferred by the digital-savvy communities.

A. Pink Palette

Pink dominates the game's fashion landscape, which can be considered one of the game's main colors. Users actively use pink in various shades and styles, from pale to deep hue.

B. Y2K Nostalgia

A throwback to early 2000s style, this recent 1-2 years trend in fashion is also a big hit in the digital world. Featuring celeb-inspired looks, low-rise jeans, bold belts, tight tops and voluminous bottoms.

C. Girlish Holic

Topics like Cozy and Soft Winter, Valentine's Day, Cheerleader are favorites among fashion lovers. Feminine designs that highlight the body silhouette often get top votes.

D. Humor and Wit

Games must be fun. Monochromatic themes like Red or Yellow, designs that are innovative yet trendy are popular. Or in themes with clear images like Fictional Characters, Retro, etc., designs with distinct features, patterns, and colors are frequently used.

6. My Insight into Dress to Impress

• Beauty Appeal: First and foremost, Dress to Impress stands out from other games for its beauty. It's a fundamental reason, but the avatars' top model-like silhouettes are visually appealing, presenting a strong temptation for all fashion-loving players.

• Influencer Style: This game actively reflects the fashion trends of current Instagram and TikTok influencers and celebrities. It provides satisfaction by allowing the young generation to create digital avatars in styles they wear in reality or aspire to from social media.

• Community Building: Young fashion-loving users can meet in this game and communicate joyfully. Sharing fashion creativity and interacting with like-minded people, they form a current digital fashion community.

• Roblox Fashion Inspiration: Participating in the game and trying various stylings can inspire avatar coordination within Roblox. The platform is known for freely layering avatar items to create unique styles, and these fashion games can enhance styling skills on the platform.

• Fashionable Fun: The thrilling fun of fashion coordination within 300 seconds and competing with others attracts game users. Above all, it's the fun that gathers players and keeps them playing continuously. I believe such long-term engaging and interesting digital fashion projects are crucial.

• Becoming a Creator: Top rankers over time can feature their names on the in-game leaderboard, promoting themselves as popular creators. In this era of self-creation, the young generation enjoys a culture of self-creating. Evolving as creators can be a way to evolve unique fashion cultures in the digital space.

Conclusion

"Dress to Impress" epitomizes the fusion of digital gaming and fashion, spotlighting Roblox's pivotal role in shaping digital fashion culture. This game mirrors the fashion preferences of GenZ and Alpha, capturing the essence of what appeals to 10s to 20s on social media.

This intersection of gaming and fashion on Roblox offers a glimpse into the future.

As we observe this evolution, one must ponder: How will this digital fashion movement continue to evolve, and what new trends will emerge?

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When we discuss a fashion brand, the power of color cannot be overstated. It's the silent ambassador of a brand, capturing hearts and minds with its visual appeal. This is particularly true for fashion brands, where colors are not just an aesthetic choice but a strategic one, embedding the brand's identity deep within the public's psyche.

But let's pause for a moment—Discussing the essentials of unique concepts and color palettes for digital fashion collections might seem too basic. It's crucial to remember that digital fashion is a confluence of fashion and gaming, of the physical and the digital world. In this interplay, the basics of color and design become pivotal, yet easily overlooked.

I've selected 10 digital fashion collections that have successfully made a name for themselves. In this article, I focus on the design and aesthetic elements of each collection.

Join me on this colorful journey, and let's explore how they created their concepts, colors, and material palettes.

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1. The Fabricant

• Collection : Wholeland, Kapers

• Launched in May 2023

• Kapers is a 3-piece collection of digital headwear that merges historic fashion references from The Netherlands with a contemporary clubland vibe, forging a completely new aesthetic. Each piece can be customised with animated fabrics designed by the artist Ellie Pritts, allowing you to create a unique digital fashion item.

• The Fabricant's 'Kapers' collection merges Dutch fashion with digital flair, highlighted by vivid blues, electric violet, purple, and bright mulberry. It features traditional Dutch lace and quilting in a modern context. Glossy textures give a futuristic touch. Striking contrasts are seen in neon blue and lavender accents, particularly on virtual characters' eyelashes and hats. Violet and purple have become the brand's signature, consistently used across their collections for a distinctive identity.

2. CLONE X

• Collection : CLONE X x TAKASHI MURAKAMI

• Launched in Dec 2021

• Takashi Murakami partners with RTFKT Studios to launch a crypto-art project featuring 20,000 unique 3D Avatars, merging his iconic style with digital fashion. Inspired by CryptoPunks, these Avatars aim to be rare collector's items, usable as AR filters. The collaboration, fueled by mutual admiration, launches soon, with an initial pre-sale for RTFKT collectors.

• The CLONE X NFT collection distinguishes itself with its bold mix of vivid colors. Its playful design and rich color palette leave a lasting impact. Takashi Murakami's signature flower rainbow colors are prominently featured, imparting a vibrant, energetic vibe. The selection of colors that match the diverse, and spirited avatars makes it perfect for targeting Gen Z and the Web3 community. A notable aspect is the blue-violet background which has become the identity of this collection. The avatars' eyes, shining in vivid blue, orchid, and electric blue, have become iconic, embodying the essence of CLONE X.

3. Auroboros

• Collection : Biomimicry

• Launched in May 2021

• Auroboros, housed in the Sarabande Foundation by Lee Alexander McQueen, innovates at the intersection of fashion, science, and technology. Known for sustainability and immersive design, it's acclaimed by major media like Vogue and Forbes for its groundbreaking aesthetic and tech in fashion. Marking a first in fashion history, Auroboros debuts a digital-only line at London Fashion Week. The 'Biomimicry' collection, inspired by nature and sci-fi, is a material-free, inclusive range inviting all into its utopian vision.

• The Biomimicry collection by Auroboros is one of the iconic collections found in digital fashion field. It fuses nature and botanic motifs with sci-fi, creating a unique aesthetic. A key characteristic of this collection is the use of overlapping and semi-transparent neon colors. When layered over urban monochrome attire or human skin, this creates a captivating visual contrast. The semi-transparent and glossy texture adds a futuristic touch. The collection is permeated with thin, glowing electric blue lines, reminiscent of tendrils, which add to its digital charm and overall cohesiveness.

4. PhygitalTwin x Blanc de Blanc (Julia Blanc)

• Collection : Breeze of Birth

• Launched in September 2023

• "Breeze of Birth," a captivating collection, symbolizes nature's rebirth and personal growth. It uses simple patterns and spring-inspired colors, echoing skies, waters, and blooming flowers. This collection resonates with everyone's unique journey of self-renewal. Julia Blanc, in collaboration with PhygitalTwin, showcased it at Digital Fashion Week London 2023. The runway debut ended with audience admiration, highlighting the essence of Spring's renewal. With lime greens and dusty pinks, each piece vividly portrays the rejuvenation theme.

• Last year, the "Breeze of Birth" collection gained attention for its use of cheerful pastel colors and check patterns, perfectly capturing a lively essence. It's a great example of a collection that successfully focused on a clear concept with selective emphasis. The main colors, cotton candy pink, pale yellow, and sky blue, were naturally blended with checkered and floral patterns, adding a refreshing touch. The designs, highlighted with frills and shirring, radiate a fresh, vibrant mood, fitting both digital and physical worlds.

5. DressX x Alejandro Delgado

• Collection : Alejandro Delgado

• Launched in February 2021

• Alejandro Delgado, a German 3D designer and printing expert, partners with DressX for digital couture, making his elaborate designs more accessible and sustainable. His DressX collection, inspired by String Theory and Quantum Physics, blends dream concepts with ideas from scientists like Brian Greene, Stephen Hawking, and Michio Kaku. It features colors and shapes representing Quantum Physics and nature, like Calabi–Yau Manifolds and Orchid Mantises, illustrating the real-world roots of these theories.

• The Alejandro Delgado collection by DressX, centered around the innovative theme of quantum physics, stands as one of DressX's signature collections. It showcases the joy of captivating visuals and glossy, freely entwined tentacles. The collection employs a few select colors for its complex silhouettes, creating an iconic yet not overdone image. Notably, a salmon light pink reminiscent of pearls adorns the body, with glossy and clear turquoise as an accent, and violet-red for the tentacles. This judicious use of colors exemplifies how to enhance elaborated designs. This color palette has become synonymous with the collection, cementing its identity.

6. SYKY x Sunw (Fanrui Sun)

• Collection : Morphologies

• Launched in September 2023

• ​​Collection Introduction : Morphologies is the first capsule collection by Fanrui Sun under her label–Sunw–showcased at London Fashion Week with SYKY. Sun's collection is inspired by marine life and challenges traditional views of body and gender identity. It signifies a new 'ecology' connecting nature, humanity, and the non-human. The designs blend soft, natural forms with architectural materiality, showcasing a unique fusion of digital and physical fashion elements.

• Could a fashion collection made only in achromatic colors get so much attention? SYKY x Sunw made this possible during London Fashion Week 2023. The collection's organic silhouettes, inspired by marine life and rendered in gray and neutral tones, displayed a digital elegance and artistry. SYKY's success was partly due to their strategic use of social media, creating stunning visual content that elevated the collection's status. key element was the use of warm lighting effects, which enhanced contrast and illumination, significantly boosting the collection's appeal. This exemplifies the importance of external elements highlighting the necessity to effectively utilize such features to amplify a design's allure.

7. Stephy Fung

• Collections : CRIMSON QUEEN, Christmas Hanfu

  • CRIMSON QUEEN : Launched in August 2023–The modern style Hanfu merges digital fashion with traditional Chinese regal and bridal styles. It features opulent fabrics in rich red shades, symbolizing royalty and vigor. Adorned with classic Chinese patterns, this attire highlights the Empress's commanding presence and elegance.

  • Christmas Hanfu : Launched in December 2023–Stephyfung's Christmas Hanfu, from the Style3D X PhygitalTwin Christmas Design Competition, features intricate details and rich textures. Winning the contest, Stephy earned an exclusive chance to create an AR filter and a physical outfit, supported by PhygitalTwin.

• Stephy's two Chinese Hanfu collections exemplify how a strong color, like red, can command attention. The collections' red hue is tastefully embellished with traditional Chinese embroidery in a moderately saturated gold. The careful selection of a few essential colors lends sophistication without overdoing it. Additionally, subtle variations in red shades and fiber textures across different parts of the garments create a visually rich and dynamic experience. The mastery of creating a richness using a single color is a notable skill in digital fashion.

8. Tribute Brand

• Collections : OG Line

• Launched in April 2020

• OG Line, defined as 'Original', merges Y2K futurism with contemporary fashion. The collection features liquid-like, phosphorescent designs defying gravity and physics. It includes silver quilted vests, metallic bodices, neon corsets, and gowns, fusing utility with sci-fi. Set against mundane European backdrops, these designs blur AR with real life, leveraging the TB Premium Fitting Service™ for an immersive experience.

• The OG line delivers an impact with its use of colors and materials. A key feature is the adoption of a single, vivid color—like green or red—across an entire item. This collection stands out for its engaging social media content, especially on Instagram. They actively post Gen Z vibe content, enhancing their digital fashion items with visual effects. Notably, the neon green over the silver colored BALA ribbon dress is a forward-thinking content strategy that effectively promotes the brand's identity. The silhouettes connected to current fashion trends and augmented with digital elements. Neon green has become the signature color of this collection, with its combination of black and glossy textures aligns with the Y2K concept of the 2000s.

9. ANDREA ALBRIZIO x ZERO10

• Collection : ARNT REAL

• Launched in May 2023

• The ARNT collection by ANDREA ALBRIZIO, debuted at Paris Fashion Week 2023 and Digital Fashion Week New York 2023, is the first to be developed with the zero10 app. It includes the IREALITY piece, a voluminous, translucent outfit with metallic wings, merging fashion and technology. The SURREAL POETRY garment, with its square structure and vibrant colors, creates a striking look, emphasizing the synergy between body and fashion. This collection showcases a blend of conceptual and visual innovation.

• Andrea's ARNT collection captured attention with its youthful design and exceptional use of color. Colors were employed strategically, enhancing key areas of the designs. Signature pieces from the recent fashion week, SHORELL POTY and IREALITY, utilized a striking contrast strategy, pairing futuristic and vivid hues against black. The choice of digital colors, ideal for the gaming arena, was made for their potent visual impact. The SHORELL POTY design, minimalistic and linear, gained dynamism through the use of magenta and orchid colors. In the IREALITY piece, the layering of electric blue over black created an visual appeal.

10. RTFKT

• Collection : RTFKT X Nike Dunk Genesis

• Launched in April 2022

• The RTFKT X Nike Dunk Genesis reimagines the Nike Dunk for 2052 with three unique designs: OG, maintaining the classic Dunk Low silhouette with contemporary updates; Void, a futuristic version possibly incorporating LED and AR features; and Clone X, a blend of digital art and innovative materials. These sneakers are constructed with screens, powered by DRM OS, and can change appearance using NFT-based skin vials created by eight new wave artists. Each model showcases a distinct blend of traditional and futuristic styles and technologies.

• As one of the most representative digital fashion brand, this collection is noted for its digital and sporty designs. Nike's classic sporty color palette is transformed digitally, enhancing its intensity and merging digital with traditional fashion brand identities. The Nike logo, shining in electric blue and orchid, is a key feature. The prominent use of orchid and vivid blue links to their CloneX collection. The interplay of neutral colors like blue and grey with vibrant hues creates a look that is both athletic and futuristic.

Conclusion

In digital fashion, color selection is key to differentiation and enhancing a collection's uniqueness.

Let's think as a customer. Who would want to buy a digital fashion item that lacks a clear concept, is haphazard, and leaves one confused about its brand identity?

Digital fashion brands need more than just a single impressive collection; they require a deep, consistent design ethos. This coherence helps customers understand the collection, engaging with and remember it, fostering attraction and, ultimately, consumption.

In the digital world, there is more freedom of creating fashion collections than in the physical world. This allows for limitless expression through layering, mixing, and more.

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The Fabricant stands as a beacon of innovation, redefining style in the digital age. 

This pioneering digital fashion platform has blended the worlds of gaming and haute couture, creating a unique phenomenon known as digital couture. Their creations aren't mere marketing tools or digital extensions of physical fashion; they are valuable items in their own right, marking a revolutionary shift in how we perceive and interact with fashion. 

The Fabricant leads the charge in shaping a new culture of fashion consumption. Their approach is multifaceted, making fashion both a playful, game-like experience and an elegant, couture-level art form. 

In this article, I explore how this visionary brand is transforming fashion into an art form. Join us in the conversation.

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Q1. Yejin Lee: Let's start at the core: How would you describe the essence of The Fabricant in just three words?

A. The Fabricant: Innovative, Visionary, Premium

Q2. Yejin Lee: How do digital wearables redefine the way we express ourselves online?

A. The Fabricant: Digital wearables allow for limitless creativity and personal expression, unbound by physical limitations, offering a new realm where identity and style can be fluid and fantastical.

Q3. Yejin Lee: Building on that, can you shed light on the "Wearing Utility" of digital fashion items?

A. The Fabricant: Digital fashion items offer a unique form of utility in the digital realm, providing wearers with the ability to express themselves, stand out, and convey status or moods without the constraints of physical garments.Examples of wearing utility available in the items sold at The Fabricant platform are: wearing for social media (through AR filters), wearing in games (through integration with Ready Player Me avatar engine), co-creation of items and wearing in video calls (soon available). 

Q4. Yejin Lee: Can you share insights into the demographics of The Fabricant's community members?

A. The Fabricant: The Fabricant's community comprises a diverse range of individuals, including digital artists, fashion enthusiasts, and tech-savvy individuals. Demographics may vary, reflecting a global audience with an interest in pushing the boundaries of fashion and technology.

Q5. Yejin Lee: For those interested, how can enthusiasts join The Fabricant community and contribute to the digital fashion movement?

A. The Fabricant: Enthusiasts can join The Fabricant community by exploring the official website, social media channels, or attending virtual events. The upcoming DEEP collection is also a great way to get involved, where The Fabricant breathes new life into the seven iconic looks from their original DEEP series by Amber Jae Slooten, using the latest AI tools and technology. 

Q6. Yejin Lee: Reflecting on your journey, which fashion designer collaborations have truly stood out for The Fabricant?

A. The Fabricant: To date we have worked with Adidas, Under Armour, Off-White, Napapijri, Puma, Tommy Hilfiger, Highsnobiety, World of Women and gaming platforms like Epic Games, Spatial.io, Decentraland and The Sandbox, amongst others, to demonstrate the vast creative possibilities within the digital fashion realm

Q7. Yejin Lee: What advice would you give to digital fashion designers looking to make a mark?

A. The Fabricant: Embrace experimentation, stay updated on technological advancements, collaborate across disciplines, and leverage online platforms to showcase your work. Consistency, innovation, and a commitment to high-quality work is key. 

Q8. Yejin Lee: Looking back, which brand partnerships have been game-changers for your digital fashion journey?

A. The Fabricant: We look fondly at our partnership with Virgil Obloh (Off-white), Vogue and most recently Weekday and Highsnobiety. They were all visionary partners trying to change the industry in an authentic way.

Q9. Yejin Lee: In terms of design, can you explain the process behind crafting a digital fashion piece from concept to completion?

A. The Fabricant: The process involves conceptualization, digital design using specialized tools, 3D modeling, and often collaboration with fashion and tech experts. Prototyping, testing in virtual environments, and refining designs contribute to the final creation.

Q10. Yejin Lee: How do you maintain the exclusivity of digital fashion pieces in a digital realm?

A. The Fabricant: Exclusivity in digital fashion is maintained through limited releases, unique designs, and regulated through blockchain technology, ensuring the rarity and authenticity of digital items.

Q11. Yejin Lee: How do you engage artists and creators?

A. The Fabricant: We often run competitions where independent artists can apply with their co-created pieces, using The Fabricant 3D files. It is always a joy to collaborate with the winners in subsequent projects, nurturing talent and elevating craftsmanship.

Q12. Yejin Lee: Can you share a memorable story or experience from one of your co-creation sessions?

A. The Fabricant: Our collaboration with Adidas x Karlie Kloss, where we held a creators competition, was a meaningful one as we promoted female talent and reverted proceeds to Karlie Kloss program Kode with Klossy 

Q13. Yejin Lee: Moving to the next question, how do you envision the future of fashion with the rise of phygital clothing?

A. The Fabricant: We see a seamless integration of the physical and digital realms, where garments become dynamic, responsive, and immersive experiences. It's not just about what you wear; it's about crafting a narrative of self-expression unbound by traditional constraints. Physical meets digital clothing is the next frontier, where fashion becomes a living canvas for individual stories to unfold and evolve

Q14. Yejin Lee: How do you see the intersection of blockchain technology and digital fashion evolving?

A. The Fabricant: Blockchain ensures authenticity and traceability, turning each digital garment into a unique, verifiable piece. With smart contracts, creators are recognized and rewarded transparently, fostering a democratized and empowered digital fashion landscape. We have witnessed the ongoing evolution of technology propelling digital fashion into new frontiers. As we step into 2024, we anticipate even greater strides in the capabilities of our digital fashion landscape

Q15. Yejin Lee: How do you see the traditional fashion industry reacting to the rise of digital fashion?

A. The Fabricant: Our hope is that the traditional fashion industry embraces the rise of digital fashion with curiosity and adaptation. We anticipate collaborations and an integration of digital elements into the traditional fashion landscape, blurring the boundaries between physical and digital. 

Q16. Yejin Lee: With constant changes, how do you keep up with the rapidly evolving tech trends in the digital fashion game?

A. The Fabricant: Staying informed through industry conferences, collaboration with tech experts, and continuous research helps us keep pace with evolving tech trends in the digital fashion space.

Q17. Yejin Lee: Before we wrap up, what's the next big thing we can expect from The Fabricant in the near future?

A. The Fabricant: We have lots of exciting things coming up including new drops, AR filters, new collaborations, and a potential partnership with a notable fashion house. 

Take Out From The Interview

The Fabricant is a leader in digital fashion, bridging the once-disparate realms of gaming and haute couture. By merging the physical and digital worlds, they've created a new genre of digital fashion houses, where fashion becomes a blend of luxury, beauty, surrealism, and fun.

This approach has led to significant collaborations ranging from global brands to artists, and a strong presence on social media. More than digital duplicates, their designs are unique, integral pieces that redefine fashion's role in virtual spaces. 

As we look towards the future, I wonder when are we going to see digital fashion trends impacting our daily life. I feel that Fabricant is up to this challenge and will surprise us. Could it be the “Next in Fashion”😈?

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In the rapidly evolving world of digital fashion, pioneers like YIQIN ZHU are redefining the boundaries between the virtual and the tangible.

Founder of HGVIS, Yiqin seamlessly merges fashion, gaming, and entertainment within the expansive realm of Web3. Emphasizing sustainability, eco-consciousness, and the transformative potential of AR, she envisions a future where digital garments transcend the screen, bridging the metaverse with our daily reality.

Dive into our enlightening conversation as we unpack the vision behind HGVIS, explore the groundbreaking projects in the pipeline, and delve into the challenges and opportunities that lie ahead in the digital fashion domain.

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What This Interview is About?

1. Journey in the Fashion World

2. Vision Behind HGVIS Platform

3. Current Projects at HGVIS

4. Roadblocks in Mainstreaming Digital Fashion

5. Future of Digital Fashion

6. Role of AR in Digital Fashion

7. Undervalued Areas in Digital Fashion

Q. Yejin Lee: Let's dive right in. Can you tell me about your journey in the fashion world?

A. YIQIN ZHU: Absolutely! I've spent over half a decade immersed in fashion. I founded my own Lolita fashion brand, which has a presence both online and offline. What's unique is the Lolita community I created. We held seasonal tea parties, and even when I stepped away for a while, the community flourished on its own. It's fascinating because it mirrors the essence of a DAO (Decentralized Autonomous Organization) in its self-sustaining structure.

Q. Yejin Lee: Unpacking that a bit more, can you share the vision behind your platform and how it's shaping the future of fashion?

A. YIQIN ZHU: Certainly! I'm passionate about creating a space that marries fashion, gaming, and entertainment, all under the umbrella of Web3. My platform is designed to champion creativity and self-expression without feeding into overconsumption. With a focus on eco-consciousness, we're using digital fashion to reimagine the industry's sustainability. Through AR & VR, we're bridging the gap between the Metaverse and reality, offering a boundless avenue for self-expression. At its core, my platform is about collaboration and co-creation. By giving everyone a stake in content ownership and spotlighting user experience, we're truly advancing the creator economy.

Q. Yejin Lee: Expanding on that, could you shed some light on your current projects at HGVIS and their impact?

A. YIQIN ZHU: Of course! At HGVIS, we're gearing up for some exciting events like the Lugano Chinese cultural event at USI Università della Svizzera italiana and the Global Digital Pride23 Milan event with Choice Community. Collaborating with esteemed partners like Baris Gencel, Metagate, and Over the Reality, we're delving deep into AR to craft captivating content. On top of that, we've introduced a "phygital" collection, blending digital garments with their tangible versions. Our overarching goal is to intertwine art, fashion, and technology, amplifying cultural awareness and celebrating the world's rich diversity.

And the Global Digital Pride23 Milan event by HGVIS X Choice LGBTQIA+ brought the world's first immersive #GlobalDigitalPride23 🌈Milan! 🇮🇹 event. Navigate between the metaverse and reality, uniting the digital and physical realms. Transform this Pride celebration into a unique experience that seamlessly blends art, technology, and inclusivity.

HGVIS  bring famous artists and it’s vibrant HGVIS Community together, co-create the entire AR project with the amazing lineup featuring Baris Gencel, Emanuele Morelli, Gianella Cubas, YIQIN ZHU, Niamh A, NEON,MEME, The Immersive Kind, Kadine James, RED-EYE. With the AR support from Metagate, Over the Reality  Starting from the iconic Duomo to the LGBTQ-friendly pride destination, Porta Venizia. Together with Alexander Aleksashev-Arno, founder of Choice LGBTQIA+ experience that lighten up the city.

Q. Yejin Lee: On a related note, what would you say are the major roadblocks in mainstreaming digital fashion?

A. YIQIN ZHU: A significant challenge we face is the limited understanding and acknowledgment of digital fashion's potential by many brands. When we approach collaborations, it's evident that concepts like the metaverse and digital identity are unfamiliar territories for some. Instead of adapting to the evolving landscape, many still cling to traditional methodologies, missing out on the transformative possibilities of the digital realm.

Q. Yejin Lee: Continuing on, how do you envision the evolution and potential of digital fashion in the coming years?

A. YIQIN ZHU: Digital fashion is set to redefine personalization, enabling everyone to craft their distinct style without the pitfalls of overconsumption. A notable shift is the rise of Digital Fashion Ownership, especially with NFTs, opening doors for a thriving marketplace where virtual garments can be traded. Moreover, the true power of digital fashion lies in its promise of sustainability. By reducing the need for physical production, we can drastically cut waste. Imagine a world where brands function with zero inventory, tapping into on-demand sales models, marrying the digital and physical realms. This not only reshapes the business model but significantly diminishes the industry's environmental impact.

Q. Yejin Lee: Can you elaborate how AR try-on technology is revolutionizing the digital fashion space?

A. YIQIN ZHU: AR try-on technology is a game-changer. It allows customers to virtually "wear" an outfit before buying, elevating their shopping journey. This doesn't just boost user experience but also curtails return rates, leading to substantial savings on logistics. Additionally, the integration of NFC chips offers brands a unique opportunity to bridge the gap between a tangible product and its digital twin, opening doors to richer, multi-layered interactions.

Q. Yejin Lee: Branching off your last comment, what are some overlooked opportunities within the digital fashion space?

A. YIQIN ZHU: Well, one major area is "Game-vertising". It's an interactive method where users deeply engage with a brand, both promoting the brand and genuinely capturing the audience's attention. Additionally, there's a significant gap in educational platforms focusing on digital fashion, NFTs, and the metaverse, crucial for those eager to dive into this domain. Lastly, with the explosion of metaverse platforms, the need for cross-platform compatibility is evident. Services ensuring that digital fashion items are versatile across multiple virtual worlds could truly set a brand apart.

Conclusion

In the dynamic realm of digital fashion, trailblazers like YIQIN ZHU are forging new pathways, intertwining the virtual with the tangible.

Through HGVIS, Zhu is not only championing a unique fusion of fashion, gaming, and entertainment in the Web3 universe but also underlining the importance of sustainability and eco-consciousness in this space.

As AR and VR technologies continue to blur the lines between the metaverse and our everyday reality, the potential for self-expression and creativity is boundless. Yet, as we've gleaned from our conversation, challenges persist, with many in the industry still grappling with the transformative potential of digital fashion.

As we stand on the cusp of this digital revolution, one must ponder: How long before the wider fashion world truly embraces the limitless possibilities of the digital domain?

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Digital fashion innovation on platforms like Zepeto has become a cornerstone for brands looking to captivate the next generation. "Building on Zepeto: How Fashion Brands Are Doing It?" delves into this fascinating intersection where fashion meets technology.

We explore how iconic labels like Gucci, Crocs, Bulgari, DressX, Ralph Lauren, Zara, UGG, AMI Paris, Instituto Marangoni, and Nike are redefining fashion in the digital realm.

From virtual showrooms and exclusive digital collections to engaging metaverse experiences, this article offers a comprehensive view of how these fashion giants are adapting to the metaverse.

Let’s uncover the strategies, digital innovations, and immersive experiences that are setting new benchmarks in the industry.

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1. Gucci

• Projects: 

  • Gucci Ancora 

  • Gucci Cruise 2024 Fashion Show

• Timeline: 

  • Gucci Ancora : Launched in September 2023, ongoing development

  • Gucci Cruise 2024 Fashion Show : Released in May 2023

• Strategy:

  • Gucci targets GenZ on Zepeto, blending high fashion with digital experiences, marking Gucci's strategic shift into the metaverse and showcasing its approach to engaging consumers in the digital world.

• Digital Items: 

  • Gucci Ancora : Virtual items including clothings, bags, accessories and perfumes.

  • Gucci Cruise 2024 Fashion Show : Exclusive season items and photobooth.

• Virtual Space: 

  • Gucci Ancora : A digital recreation of Gucci's Milan Fashion Week show and Brera district, virtual shops where users can try and purchase digital items including Gucci beauty, perfume, and fashion. Users also can play Hide and Seek games with others.

• Virtual Events and Marketing: 

  • Gucci Ancora & Gucci Cruise 2024 Fashion Show : Live-streamed of the runway show, leveraging user-generated content.

  • Gucci Ancora : Zepeto users had exclusive opportunities like early access to Gucci’s Spring 2024 collections.

• Highlights:

  • The virtual space, digital fashion item stores, runway shows, games, and social media events are designed to foster not just one-off interactions but more complex and long-term engagement with users.

2. Crocs

• Projects: 

  • #CrocsxZEPETO Personalize Your Classics Design Contest

  • Crocs World

• Timeline: 

  • #CrocsxZEPETO Personalize Your Classics Design Contest : ran from September 8th to 22th 2023

  • Crocs World : Released in October 2022

• Strategy:

  • Crocs is focusing on the K-pop and Gen Z markets. This strategy targets both ZEPETO user base and Crocs' own digital audience, blending these communities for broader reach.

• Digital Items:

  • Offering 25 virtual wearables including a contest-winning design.

• Virtual Space:

  • Crocs World: A theme park space decorated with Crocs shoes, where visitors can ride observation trains or roller coasters. Crocs World features interactive experiences including video booth, photo booth and gameplay opportunities.

• Virtual Events and Marketing:

  • Engaging users with photo and video booths with hashtag events on Zepeto and other social media.

  • #CrocsxZEPETO Personalize Your Classics Design Contest : Users can design Classic Clogs with Jibbitz charms. Winning designs became virtual items on ZEPETO and real clogs. Contest winners also received various Crocs items and ZEPETO coins.

  • Crocs World : The 20th Anniversary After Party with K-pop group ‘aespa’, their global ambassadors, virtual live event for the celebration.

• Highlights: 

  • This partnership merges virtual and physical worlds, creating "phygital" products that engage users and boost creativity, especially among Gen Z who value personalization and self-creation.

3. Bulgari

• Project: Bulgari Sunset In Jeju Pop-Up

• Timeline: Launched in August 2022, the line coincides with the 2022 Resort Collection.

• Strategy: 

  • Bulgari offers a virtual experience that parallels its physical stores and by leveraging celebrity influence.

  • It seeks to establish long-term brand loyalty among young, high-end consumers.

• Digital Items: 

  • Virtual collection including jewelries, bags and accessories.

  • Visitors can complete quests within the metaverse to receive Bulgari Resort Collection items and signature accessories, such as the B.Zero1, for their avatars.

• Virtual Space: 

  • A virtual pop-up store named "Bulgari Sunset In Jeju," mirroring its physical counterpart in Jeju Island, South Korea.

• Virtual Events and Marketing: 

  • A virtual live event with its global ambassador, Blackpink Lisa. This event allowed fans to interact with her avatar, including taking virtual selfies.

  • Leveraging interactive quests to attract a younger audience.

• Highlights:

  • Making luxury brands accessible and familiar to the younger generation.

  • Leveraging a K-pop celebrity ambassador.

4. DressX

• Projects: 

  • Bodysuit Collection

  • Graffiti Collection

  • Halloween Collection 

  • DRESSX x Monica

• Timeline: 

  • Bodysuit Collection : Released in November 2023

  • Graffiti Collection : Released in November 2022

  • Halloween Collection : Released in October 2022

  • DRESSX x Monica : Released in September 2022

• Strategy: 

  • The company aims to cement its position in meta fashion by launching collections on various platforms, including Zepeto. They offer a dynamic mix of AR wearables and avatar fashion.

• Digital Items: 

  • 17 virtual wearables including clothes and accessories. Available for Zepeto avatars and in AR through DressX

• Virtual Events and Marketing:

  • DRESSX x Monica : Released 5 collections in collaboration with Monica Quin, Zepeto's leading virtual fashion influencer.

  • DressX's approach to marketing involves frequent updates on their official account and cross-platform availability to maintain relevance in digital wardrobe curation.

  • They engage Gen Z by syncing with Zepeto's social media buzz and dance challenges.

• Highlight:

  • Enabling users to express and build their identities within the metaverse, providing a "meta closet" for the digital lives of a new generation.

  • Digital-only collections cater to a growing audience that values virtual experiences as much as physical ones.

5. Ralph Lauren 

• Project: Ralph Lauren X ZEPETO

• Timeline: Launched in August 2021

• Strategy: 

  • Partnership creates three interactive digital spaces, immersing users in the brand's essence. 

  • Ralph Lauren has adeptly targeted GenZ by creating spaces that embody the brand's identity, extending beyond fashion collection showrooms to include cafes and boat games.

  • Popular in Asia, it aligns with Ralph Lauren's market focus, making its iconic style more accessible through affordably priced digital clothing.

• Digital Items: 

  • Virtual collection features 12 looks with over 50 items, including exclusive limited edition skateboards

• Virtual Space: 

  • World of Ralph Rauren : Users can explore interactive spaces like the Madison Avenue Flagship Store, Ralph’s Coffee Shop, and a virtual Central Park.

• Virtual Events and Marketing: 

  • A virtual live event with K-Pop band TOMORROW X TOGETHER at the Madison Avenue Flagship on ZEPETO 

  • Social media content post event with their brand ambassador

• Highlights: 

  • This approach resonates with GenZ's preference for spaces that offer a diverse and comprehensive lifestyle experience. It makes GenZ to spend more time in the platform.

6. Zara

• Project: Zara's Digital Fashion Collections in Zepeto

• Timeline: 

  • Fairy Magic Idols Collection : released on May 11th 2023

  • Valentine’s Tale : released in Feb 2023

  • Y2K Creatures : released in September 2022

  • Lime Glam Capsule : released in April 2022

  • AZ Collection with Ader Error : released in Dec 2021

• Strategy:

  • Zara's strategy focuses on engaging younger audiences through a blend of physical and digital fashion items. The brand aims to merge technology with fashion, marking a significant step towards premium positioning in the digital fashion realm.

• Digital items: Includes a variety of avatars, digital accessories, and interactive elements like Snapchat lenses, complementing their physical collections.

  • Fairy Magic Idols Collection : The collection blended a "phygital" approach, including 6 denim pieces, 4 tops, 2 bags, 2 sandal styles, and 2 beauty items. All products were available for purchase on the Zara website.

  • Valentine’s Tale : The collection featured 9 avatars and 22 digital items

  • Y2K Creatures : The phygital collection includes 10 items : a vest, three sweaters, a heart-shaped top, a strapless dress, feathered flared pants, two skirts, and various accessories.

  • Lime Glam Capsule : The collection featured 8 items including platform sandals, satin dresses, a distressed denim jacket and beauty products.

  • AZ Collection with Ader Error : The collection featured a range of items: oversize down jackets, coats, suits, patchwork knitwear, two styles of jeans, shirts, long scarves, wool hats, messenger bags, backpacks, sunglasses, caps, and three types of sneakers.

• Virtual events and Marketing:

  • The brand embraced interactive marketing, launching user outfit contests on Zepeto and other social media platforms under the "XZepeto" hashtag.

  • They awarded Zepeto coin as prizes, fostering community engagement.

  • They also introduced branded walls, floors, and photo booths, enhancing the overall brand experience.

• Highlight:

  • This project reflects a new way of thinking, a community that aims to expand boundaries and embrace its own unique identity and personality.

  • Zara captures the lives of young people who are pioneering their own personas.

  • It's impressive how Zara launches collections with different concepts simultaneously in Zepeto, adding a special value of exclusivity through limited editions.

  • They actively utilize attractive visual content infused with GenZ culture.

@zaraMETAVERSE VALENTINE'S TALE. Available at Zepeto #zara #zarazepeto

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7. UGG

• Projects:

  • “UGG World” in Zepeto

  • "FEEL HOUSE" Pop-up Store

• Timeline: 

  • "UGG World" launched in Zepeto in November 2022

  • The “FEEL HOUSE” offline pop-up store opened in Seongsu, Seoul in November 2022, ran until December 3rd

  • Ugg virtual collection released on Zepeto in February 2022

• Strategy:

  • UGG aims to bridge the virtual and real worlds, targeting a digitally-savvy audience. The strategy focuses on immersive experiences that blend physical pop-ups with virtual interactions, showcasing UGG's innovative approach in engaging customers across multiple platforms.

• Digital items:

  • Includes avatars wearing UGG footwear and apparel, aligning with their physical collection.

• Virtual space:

  • "UGG World" in Zepeto: reflects UGG's signature fleece texture and offering an interactive digital experience parallel to the physical pop-up. Users can experience gamifying activities and try on the new UGG's apparel at the showroom.

  • "FEEL HOUSE" Pop-up Store: this pop-up store was open in Seongsu area, Seoul. It offered various digital interactive experiences with Zepeto avatars. It could have been experienced both online and off-line.

• Virtual events and Marketing:

  • "FEEL HOUSE Goodie Bag" giveaway event: Users could participate in the event by uploading their picture on Instagram. Taken in the pop-up store offline or at the UGG World on Zepeto app.

  • "UGG World" in Zepeto: UGG promoted a shareable photo-spot in their virtual world. They also opened a photoshoot contest inviting users to try new collections and share contents taken from the booth to win coins.

  • Other marketing activities included posts on UGG Korea social media, celebrity ambassadors, influencer collaborations, inviting celebrities and influencers to the pop-up store.

• Highlight:

  • The partnership is notable for its dual presence in both physical and digital realms.

  • Particularly notable in this collection was the concept of a fluffy space, where avatars could lie down, presenting a unique and detailed branding approach possible in virtual spaces.

8. AMI Paris 

• Project: AMI Paris X Zepeto

• Timeline: Launched in April 2023

• Strategy:

  • AMI Paris promotes Parisian culture across Zepeto showcasing their brand identity.

  • Popular in Korea and Asia, AMI Paris' move to Zepeto targets GenZ, reflecting an understanding of the tech-oriented preferences. 

• Digital Items:

  • 15 virtual wearables from the Spring-Summer 2023 collection.

• Virtual Space:

  • AMI Paris virtual world–recreated the Parisian district of Montmartre with iconic landmarks.

• Virtual Events and Marketing:

  • AMI Paris enables users to create and share postcards within the virtual world on their social networks to win AMI Paris items IRL.

  • They provided a dedicated e-commerce page to purchase the actual collection.

• Highlights:

  • AMI Paris strategy enhances their narrative using imaginative methods, inviting users to a romanticized virtual dream city.

  • Central to this is 'phygital'—merging physical and virtual collectibles.

9. Instituto Marangoni Miami

• Project Name: Istituto Marangoni Miami's Fashion Education Partnership with Zepeto.

• Timeline: 

  • Marangoni - The Miami School of Fashion : launched in January 2022

  • Announced the ZEPETO SCHOLARSHIP CONTEST in November 2021

• Strategy: 

  • Istituto Marangoni Miami(IMM)'s collaboration with Zepeto is aimed at revolutionizing fashion education by integrating 3D design and virtual reality. It targets students and emerging designers with a focus on metaverse-ready skills. The partnership emphasizes developing talent for the digital fashion industry.

• Digital items: 

  • Students at IMM create digital clothing collections using Blender software, which are then showcased and sold on Zepeto.

• Virtual space: 

  • Marangoni Miami World : Features a virtual map of IMM’s campus, offering an interactive digital experience of the school’s environment and resources.

• Virtual events and Marketing: 

  • IMMXZepeto offered a $50,000 scholarship for metaverse fashion talents. Participants must create a 5-piece collection on Zepeto, judged by IMM panelists. IMM promoted this event on their official website, social media and YouTube channel.

• Highlight: 

  • This alliance prepares students for a future where real and virtual fashion coexist.

  • Positions Miami as an influential hub in the dynamic fashion industry.

  • The introduction of a scholarship program captures student interest.

10. Nike

• Projects: 

  • Hangang Park Nike Zone

  • Nike Land

• Timeline:

  • Nike Land released in November 2022, ongoing development

  • Hangang Park Nike Zone released in November 2020

• Strategy: 

  • Nike's strategy targets GenZ by creating immersive brand experiences in the metaverse. This includes integrating digital and physical retail, aiming to increase brand engagement among a demographic known for individuality and fluctuating brand loyalty.

• Digital items: 

  • Virtual items including Nike sneakers, clothes and accessories

  • Special collections such as National Football Team uniforms

• Virtual space:

  • Hangang Park Nike Zone : Reflecting the space created to mirror Hangang Park in Seoul. Activities include running along the Jamsu Bridge, trying new items at Nike House.

  • Nike Land : Seoul's Gwanghwamun Square-inspired space features a soccer field and Nike store. Users can play soccer games with others, try on new items, choose and hold flags of countries they support, watch and cheer for the games.

• Virtual events and Marketing: 

  • Hangang Park Nike Zone : Receiving Nike item rewards after completing quests, promotional video watching, and a link to the Nike website. Also launching “PlaygroundforAll” challenge event that required participants to take photo with new Nike items.

  • Nike Land : Complete quests to collect Nike soccer balls, and earn bonus points by playing mini soccer in Nike outfits. 

  • Organising 2023 Nike Football Jersey Style Event.

  • Style with Nike reward event : creating a style using newly released NIKE items and share on social media with hashtags.

• Highlight:

  • Nike's approach reflects a sophisticated understanding of the digital retail market, focusing on trend-sensitive young consumers and pioneering a unique commerce model in the metaverse.

CONCLUSION

We have seen how leading brands like Gucci, Crocs, Bulgari, DressX, Ralph Lauren, Zara, UGG, AMI Paris, Istituto Marangoni, and Nike are uniquely blending fashion with cutting-edge technology.

For a new fashion customer base familiar with the metaverse, collaborations between Zepeto and fashion brands can be very exciting.

Zepeto has a diverse fan base and community with various interests. Therefore, simply launching digital collectibles may not be highly appealing to them.

This brings us to an important question: What other compelling reasons are there for digital-native audiences to own digital collectibles and stay in brand virtual spaces?

Fashion brands should focus on creating integrated experiences beyond just fragmentary projects. From interactive showrooms and various reward events to collaborations with celebrities and 'phygital' products that connect with actual merchandise.

A mix of strategies provide sufficient reasons for GenZ to join, experience and consume the brand.

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