This article on Roblox fashion is part of our Vogue Business Membership package. To enjoy unlimited access to Member-only reporting and insights, our NFT Tracker and TikTok Trend Tracker, weekly Technology and Sustainability Edits and exclusive event invitations, sign up for Membership here.
Roblox strategies are maturing as fashion brands get comfortable. Strategies vary, but one common finding among brands such as Tommy Hilfiger, Carolina Herrera and Gucci is that celebrity partners attract visitors and, often, purchases of in-game apparel and accessories. Celebrity appeal is helping brands on Roblox win favour among its almost 60 million global daily active users, 60 per cent of whom are Gen Z, according to the company.