As part of its annual fashion awards, the British Fashion Council is adding a new category for 2021: a metaverse design award. As large as it sounds, the award was actually created in partnership with Roblox, and as such, the shortlist is limited to five Roblox creators. The winner, cSapphire, operates an in-app clothing store.
In keeping with the virtual nature of 2021, the award will be presented by an avatar of Gucci Creative Director Alessandro Michele (pictured above) as part of a Roblox experience. Players will also be able to explore a virtual re-enactment of the Royal Albert Hall to view the rewards. This unique metaverse space that BFC created in collaboration with Roblox represents the future of fashion, and it was so much fun to be part of such an innovative experience, said model Karlie Kloss, who was among the judges, in a press release.
Although it was a publicity stunt, the virtual event is part of an ongoing fusion of games and fashion. Gucci previously created a surreal fashion experience inside Roblox, as well as virtual sneakers, and partnered with the 100 Thieves esports organization. Meanwhile, Balenciaga, Louis Vuitton, Burberry, and Longchamp have all created gaming outfits for games like Fortnite and League of Legends.
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