ITV Studios and the Virtual Brand Group have unveiled The Voice’s Winter virtual fashion line which is now available exclusively on Roblox.
This winter’s virtual collection is part of the brand’s growing expansion into avatar fashion and digital retail showcasing four design themes, each inspired by a different coach’s musical genre on NBC’s The Voice season 24, now airing in the US.
The four-time Emmy Award-winning musical competition series currently features coaches Reba McEntire, Gwen Stefani, Niall Horan and John Legend as they vie to discover and coach the next singing phenomenon.
The line themes are Country, Pop, Rock and Soul and include a range of aesthetics to reflect global tastes, from street gear to couture fashion each with matching accessories.
VBG is also unveiling The Voice’s first virtual pop-up store, which allows fans to shop interactively, mix and match outfits, and take a selfie in the show’s red chair to post to social media. The Voice Pop-Up was built in partnership with Dubit.
“Entering Roblox with virtual fashion is for us the perfect way to connect one of our most successful brands, The Voice, with Generation Z,” commented Jurian van der Meer, evp brand licensing, global partnerships at ITV Studios. “Inspired by the musical genres of NBC’s season 24 of The Voice, we bring a unique fashion line into the metaverse.”
Justin W. Hochberg, ceo at Virtual Brand Group, continued: “Fashion and music drive global pop culture. Building The Voice as a global fashion brand, in partnership with NBC, is key to the show’s strategy to always be at the centre of the zeitgeist. Launching this unique collection on Roblox, which sold 1.6B digital fashion items last year, establishes the brand as an omni channel retailer reaching over 200MM consumers monthly. That’s more people than subscribe to Amazon, the world’s largest retailer.”
According to Roblox’s recent digital expression report, over half (56%) of Gen Z say styling their avatar is more important than their physical style, underscoring the importance of digital self-expression.
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