London-based fashion label, Paolina Russo, has embarked on a collaboration with the popular online gaming platform Roblox to introduce its Fall 2023 collection to a broader audience. Facilitated by the digital fashion platform Sknups, this partnership aims to explore the crossover between gaming and fashion, tapping into Roblox’s user base of over 65 million daily active players.
Paolina Russo, co-founded by Paolina Russo and Lucile Guilmard, draws creative inspiration from gaming realms and online universes, making the alliance with Roblox a seamless endeavour. The virtual fashion collection comprises three ensembles from their lineup, showcasing an array of pieces, including a merino wool gradient illusion knit turtleneck with a maxiskirt, a vibrant rainbow crossover top and skirt set, and a Lycra-printed long-sleeve top paired with leggings.
Charlie Thomas, co-founder and creative director of Sknups, underscored the integration of layered clothing with elements like hair, accessories, and surroundings. Leveraging Roblox’s layered clothing technology and avatars, the project’s team aspires to captivate both Paolina Russo enthusiasts and the Roblox community.
In a swiftly evolving fashion industry, embracing novel approaches and revenue models remains crucial for emerging brands like Paolina Russo. The surge in virtual fashion within platforms like Roblox significantly contributed to a notable 38 per cent revenue increase for the gaming developer in the recent quarter. Roblox’s 2023 Digital Expression, Fashion & Beauty Trends Report unveils the growing impact of virtual fashion on Gen Z, with a striking 84 per cent of respondents acknowledging that their avatar style influences their physical fashion choices to some extent.
