Karlie Kloss x Roblox

American supermodel Karlie Kloss has ventured into the metaverse with the launch of her "Fashion Klossette Designer Showcase" on the popular gaming platform Roblox. In collaboration with a team of game designers, Kloss created five pop-up boutiques, open from July 12th to 25th, 2022, that displayed various pieces of virtual fashion that players could purchase.

The pricing of the virtual items ranged from 50 to 100 Robux, Roblox's in-game currency, and each collaboration included six free items. Kloss views the creation of fashion within the metaverse as an extension of the creativity and entrepreneurship found in the traditional fashion industry, stating, "The only difference is that the designers on Roblox rely on code, not a sewing machine."

Kloss's first creation on Roblox, "Fashion Klossette Designer Showcase", was a temporary experience that leveraged her deep connections in the fashion industry. In September 2022, she wore a floral Carolina Herrera gown on the runway and worked with a Roblox creator to replicate the dress in the digital realm. This digital dress became a hit on the platform and is currently reselling for approximately 860,000 Robux, equivalent to about $10,700 USD.

Following the success of the initial launch, Kloss started "Klossette", a Roblox world where players can create and style their own looks and climb the fashion ranks as their designs are upvoted by fellow players. The game was visited 7 million times in less than a week after its launch.

The success of "Klossette" reinforces Kloss's belief that the intersection of technology and fashion can open up new avenues for young people, particularly women, to learn and express themselves. Kloss sees potential in democratizing these experiences, tools, and opportunities and opening the industry to a new generation of talent.

With more than 60 million daily active users on Roblox, a significant proportion of whom are Gen-Z or younger, Kloss acknowledges the influence of the platform. Her goal is to equip individuals, especially women and gender non-conforming people, with the skills and tools to be part of building that technology and conversation.

Kloss's interest in Roblox began when she heard about it from younger family members and friends' children. She invested time in learning about the platform, connecting with top designers on Roblox, and understanding how they designed and worked on the platform. Kloss believes that the fashion industry needs to adopt technological advancements quickly to protect and evolve its core elements. She views the potential of Roblox as an opportunity to create and share on an unparalleled scale.