Following the launch of a new brand campaign, Forever 21 has teamed up with Barbie to launch a limited-edition collection.
The collection features various on-trend vintage style apparel items, including swim, sleepwear, beauty, accessories and home décor. It draws inspiration from Barbie’s DreamHouse and is available in-store, online, and in “Forever 21 Shop City” on gaming platform Roblox.
To create the Roblox experience, Forever 21 teamed up with web3 fashion designer, game developer and retailer Virtual Brand Group (VBG) to replicate the Forever 21 x Barbie real-life collection. To do that, VBG leveraged Roblox’s latest Layered Clothing technology to create hyper-realistic 3D clothing that can fit any avatar body type. The Roblox collection features real-world fabrics and details like intricate stitching on items such as the Malibu Denim Jacket.
“Barbie, a SoCal native plays in the same inclusive, empowering and fashionable space that our customers love, appreciate and have come to expect from our business,” said Winnie Park, CEO at Forever 21.
“We are thrilled to offer shoppers unexpected line extensions that include Barbie in-store and online and virtual fashions in the metaverse. This was the perfect collection to launch first, under our Forever LA umbrella.”
The Barbie Summer 2022 Collection is being made available in sizes ranging from XS up to 3XL, with additional sizes for kids. Pieces in the collection range anywhere from $6.99 to $54.99 and are available for a limited time only at Forever 21 stores, on the Forever 21 App and online.
The new fashions can also be experienced inside Roblox.