Forever 21 is making a limited-edition collection with Barbie-inspired products available on a popular gaming platform.
The fast-fashion retailer is partnering with global toy company Mattel to release a special assortment of vintage style apparel items, swim, sleepwear, beauty, accessories, and home décor, inspired by the Mattel Barbie DreamHouse line of toys. The collection will be simultaneously available in-store, online, and in the “Forever 21 Shop City” immersive virtual experience the retailer launched in December 2021 on Roblox.
The Forever 21 metaverse Barbie collection was created by metaverse creation company Virtual Brand Group, which also designed the retailer’s Roblox store. The collection uses Roblox’s latest layered clothing technology for hyper-realistic 3D clothing that fits any avatar body type. The designs feature real-world fabrics and details like intricate stitching on the collection’s Malibu Denim Jacket, embossed art, beadwork, and textured fabrics on select items.
The collection will also be available in the “real world” at all Forever 21 store locations, as well as on its mobile app and e-commerce site.
“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.”
