Forever 21, Barbie Collaborate on Summer Collection in the Metaverse

Website visitors to the metaverse can now shop for Barbie clothing, sleepwear, swimwear, add-ons and home décor inspired by the Barbie DreamHouse in Eternally 21’s virtual store, the corporations announced Tuesday.

The 2022 confined-version assortment will be offered in Without end 21 Store Town on Roblox, as well as on the internet and in-store. The metaverse shop was created in partnership with the Digital Brand Team, a website3 vogue designer, activity developer and retailer that generates immersive metaverse activities by creating and working for world-wide brands’ net3 corporations.

Total Retail’s Choose: Eternally 21 and Mattel, two California-primarily based businesses, are leaning into their native roots with the trend, house decor and equipment line. The launch of the confined-version assortment comes on the heels of Forever 21’s “Permanently LA” marketing campaign, which highlights its ties to Los Angeles and makes a nod to Angel City’s style model.

For good 21 entered the metaverse previous 12 months with the opening of its Roblox store, giving buyers a prospect to own and function their individual virtual storefronts, as well as invest in and provide products. Brand names these kinds of as Mattel and For good 21 are figuring out that the major metaverse successes arrive with equally a digital and in-particular person working experience, as other stores like Rebecca Minkoff and Nike have demonstrated.