First for Amazon as it makes big virtual fashion move with DressX Fashion Rivals partnership

Amazon and DressX have announced a partnership in which people will be able to purchase virtual clothing items on the former’s site, then redeem a code to wear and use them inside Fashion Rivals, DressX's Meta Horizon experience.

This is the first time virtual clothing has been available for sale on Amazon.

In a LinkedIn post, DressX said: “Users can explore and shop aura effects on Amazon, then seamlessly bring them into the game to style their avatars. Exclusive collection is live! This marks an important step in expanding how virtual fashion is discovered and experienced across platforms, bridging commerce and gameplay.”

You can explore the collection here.

Meta Horizon

At the tail end of last year, DressX reported its first experience on Meta Horizon with the launch of DressX Fashion Rivals, available on both VR and mobile.

“Bringing DressX to Meta Horizon is a breakthrough moment for our company and for the evolution of digital fashion,” said Daria Shapovalova and Natalia Modenova, DressX co-founders.

“Since founding the company, our vision has been to empower people to express themselves freely across virtual environments. With Fashion Rivals, Meta Horizon gives us the scale, the tools, and the community to take digital fashion into an active cultural space where millions can dress, play, compete, and connect.”  

Players receive a themed prompt, build an outfit from a curated digital wardrobe, walk the runway with custom animations, and rate each other’s creations. 

“We are excited to introduce a new category of experience into Meta Horizon and to give millions of users a space where creativity is celebrated, individuality matters, and fashion becomes a medium for connection,” said Shapovalova and Modenova.

2026 RTIH Innovation Awards

Virtual experiences will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.