DressX, the meta fashion retailer, has partnered with popular YouTuber and TikToker Mackenzie Turner to introduce a unique three-piece collection of digital wearables on the gaming platform Roblox. In an official press release shared with Retail Dive, DressX announced the launch of this collaboration.
Mackenzie Turner, known for her YouTube channel with 1.86 million subscribers, also runs her own merchandise line called ‘Hey Cuties,’ which served as the inspiration for DressX’s Roblox collection. The collection features a cotton candy bomber jacket, a heart-shaped fanny bag, and a ‘Cuties’ necklace, all available in three different color variations. Additionally, DressX offered a limited number of free ‘Cuties’ studded water bottle accessories.
This collaboration demonstrates DressX’s commitment to empowering creators and pushing the boundaries of fashion design using new creative technologies. DressX founders Daria Shapovalova and Natalia Modenova expressed their excitement about the partnership, stating that they believe in the power of community and supporting influencers to bring their ideas to life.
DressX initially made its mark on Roblox in May 2022, becoming the first pure-play digital fashion brand to offer a collection on the platform. Since then, the company claims to have sold over 80,000 digital items. The latest collection leverages Roblox’s layered clothing technology to provide hyper-realistic and inclusive 3D clothing that fits any avatar’s body type.
The trend of offering digital wearables and virtual goods has gained traction among retailers, including prominent athletic brands. The collaboration marked the pioneering of digital fashion and embracing the evolving landscape of virtual clothing. As the metaverse gains prominence, collaborations between fashion and digital content creators are likely to shape the future of the industry.
