Forever 21 x Barbie collection launches metaverse experience on Roblox
Fashion retailer, Forever 21, has announced a collaboration with Mattel’s Barbie brand.
A new limited edition collection includes a range of vintage style apparel items, swim, sleepwear, beauty, and accessories as well as home décor, inspired by the Barbie DreamHouse.
This will be simultaneously available in-store, online, and in the Forever 21 Shop City experience on Roblox.
The latter was created in partnership with the Virtual Brand Group (VBG), a Web3 fashion designer, game developer, and retailer.
The collection replicates its real life inspiration and campaign using Roblox’s latest Layered Clothing technology powering 3D clothing that fits any avatar body type.
The designs feature real world fabrics and details like intricate stitching on the collection’s Malibu Denim Jacket, embossed art, beadwork, and textured fabrics on jumpsuits, dresses, hoodies, t-shirts, trucker hats, and jelly bags.
Fans can follow the “#TwinWithYourAvatar” trend.
“Barbie, a SoCal native, plays in the same inclusive, empowering and fashionable space that our customers love, appreciate and have come to expect from our business,” says Winnie Park, CEO at Forever 21.
“We are thrilled to offer shoppers unexpected line extensions that include Barbie in-store and online and virtual fashions in the metaverse. This was the perfect collection to launch first, under our Forever LA umbrella.”
