Following the launch of a new brand campaign named ‘Forever LA,’ renowned fashion store Forever 21 announced its latest cooperation with Mattel, Inc., a major worldwide toy corporation headquartered in Los Angeles.
The collection will be available in-store, online, and in “Forever 21 Shop City” in the metaverse, on Roblox.
The Roblox experience for Forever 21 was created in collaboration with the Virtual Brand Group (VBG), a web3 fashion designer, game developer, and retailer that creates immersive metaverse experiences by building and operating web3 businesses for global brands. VBG was just awarded “Best Digital Product” by Licensing International.
The metaverse collection was produced by the multinational design team of VBG, which worked in five countries. The Forever 21 x Barbie collection uses Roblox’s latest Layered Clothes technology for hyper-realistic 3D clothing that fits any avatar body type to mirror its real-world inspiration and promotion.
The designs contain authentic fabrics and embellishments, such as detailed stitching on the Malibu Denim Jacket, embossed art, beadwork, and textured fabrics on jumpsuits, skirts, hoodies, classic t-shirts, trucker caps, and jelly bags. Fans worldwide can now participate in the “#TwinWithYourAvatar” craze.
Winnie Park, CEO of Forever 21, stated, “Barbie, a native of Southern California, plays in the same inclusive, powerful, and fashionable area that our customers love, appreciate, and have come to expect from our brand.” “We are happy to offer unexpected line extensions to our customers, including Barbie in-store and online, as well as virtual clothing in the metaverse.” This was the ideal collection to debut under the Forever LA umbrella.”
Forever 21 will offer Barbie FashionistasTM, the most diverse doll line on the market, which promotes an inclusive view of beauty and fashion by showcasing a variety of body shapes, skin tones, eye colors, and distinctive physical characteristics.
The Barbie Summer 2022 Collection, available at all Forever 21 locations, emphasizes inclusive fashion with sizes ranging from XS to 3XL and offers an additional assortment for children.
For MetaNews.