Mattel’s iconic Barbie has embarked on a fresh collaboration with the renowned clothing brand, Forever 21. They’ve unveiled both a digital ‘Forever Barbie’ collection on Roblox and a physical line available online and in select outlets, Forever 21 announced via a tweet.
The digital ‘Forever Barbie’ portfolio presents an array of 76 items, including clothing, accessories, and bags. This venture was actualized in association with Virtual Brand Group (VBG), a web3 fashion designer and game developer that specializes in building immersive metaverse experiences and managing global brands’ web3 businesses.
This launch signifies the second time Barbie and Forever 21 have come together to create a Roblox collection. Their debut collection debuted in June of the previous year.
The exclusive collection then showcased a variety of retro-inspired fashion, swimwear, sleepwear, beauty products, accessories, and even home décor, all channeling the essence of the iconic Barbie DreamHouse. The collection was accessible in-store, online, and at the virtual “Forever 21 Shop City” on Roblox.
“Barbie, being a native of Southern California, embodies the same inclusive, empowering, and stylish spirit that resonates with our clientele,” commented Winnie Park, CEO of Forever 21.
She noted the excitement to present consumers with unexpected product extensions that incorporate Barbie in their physical and virtual stores under their ‘Forever LA’ brand.
The metaverse collection saw VBG’s diverse global design team across five countries put together a collection mirroring its real-life counterpart. The Forever 21 x Barbie collection was made using Roblox’s latest Layered Clothing technology, offering realistic 3D clothing that accommodates any avatar body type. This included a meticulous portrayal of fabric and details, such as elaborate stitching on the Malibu Denim Jacket, embossed art, beadwork, textured fabrics on jumpsuits, dresses, hoodies, iconic t-shirts, trucker hats, and jelly bags.
The digital Forever 21 x Barbie collection will be exclusively available in Forever 21’s Shop City experience on Roblox, with limited item releases planned over the next month. Additionally, select Roblox users will receive some digital items for free, further driving engagement on the platform.
This news is based on a marketing-interactive.com article.
