Digital Carolina Herrera dress from NYFW show sold for over $5,000 on Roblox
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Renowned fashion designers continue exploring Metaverse spaces and experimenting with phygital collections and performances. Earlier this month, Venezuelan-American brand Carolina Herrera sold a dress for more than $5,000 on a virtual world platform Roblox. The yellow floral gown, named “Klossette,” was worn by supermodel Karlie Kloss during the Spring/Summer 2023 show on New York Fashion Week.
As the show went on, a creator named Lovespun introduced a digital version of Karlie wearing the floral dress inside Roblox, where users had the possibility to purchase the garment for their avatars. “Klossette” was available on the marketplace for four hours and cost 500 Robux (approximately $6.25 at the time of writing). In such a small amount of time, the dress sold 432 units.
The show took place on September 12. A week later, the digital dress reached a resale price of 188,257 Robux (approximately $2,350 at the moment of writing).
It’s worth noting that many well-known fashion designers have opted for Roblox as a platform to perform their digital strategies and attract a new niche of customers. American brand Tommy Hilfiger created a special Roblox Area for New York Fashion Week. The space was dedicated to the Fall 2022 Collection and hosted the virtual show on September 11.
Meanwhile, Italian high-end fashion brand Gucci created a Gucci Town inside the Metaverse for users to play and communicate. The company also promotes a new fragrance inside Roblox, featuring a digital version of singer and actress Miley Cyrus.
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