British Fashion Council and Gucci strengthen fashion’s place in the metaverse

Roblox has hosted virtual events before, from music festivals like Electric Daisy to launch parties for large entertainment properties. To date, however, it hasn’t been a place for awards dedicated to brand extensions into the metaverse. Now, The Fashion Awards 2021 and Roblox have reinvented the Royal Albert Hall to allow platform users to experience the rewards as active participants.

Visitors can walk the red carpet, browse the nomination displays, watch award videos, and purchase exclusive Gucci virtual goods – proceeds will be donated to the BFC Foundation charity.

Caroline Rush is BFC’s chief executive. She explains that the extension is part of an ongoing campaign to recognize the metaverse as a destination for luxury and fashion content: “As we continue to position The Fashion Awards as a global entertainment platform, we are excited to announce this project with Roblox.

“By rewarding the creators of the platform, we recognize the strong global impact of digital fashion on communities around the world and its ability to create new trends in fashion, as well as the tremendous opportunity it presents to talented young creators. I’m blown away by the work and creativity of all the nominees, and I’m looking forward to exploring The Fashion Awards experience in the metaverse.”

Christina Wootton is vice president of global brand partnerships at Roblox. He argues that audiences on the metaverse platform are used to buying virtual clothes. As a result the partnership with The Fashion Awards recognizes a commercial opportunity for the fashion industry. “The next generation of designers are dressing up avatars, and they’re doing it on Roblox where anyone can be a creator, starting with their own digital identity. Fashion is about what comes next and finding a new voice with a clear vision, and this talent shows up in the metaverse.

“This acknowledgment from a powerful fashion agency states loud and clear that this is a space to see future trends and fashion talent.”

Commercial must, virtual design

It builds on the previous partnership between Gucci and Roblox. In May, the platform hosted the Gucci Garden, a recreation of a real-world installation in Florence that seeks to tell the story of the brand approaching its centenary. Like The Fashion Awards, it’s designed to be a short, attention-grabbing experience for a limited time – and that itself builds on the launch of Gucci virtual items on Roblox in 2020. The items are sold through a revenue-sharing model, ensuring that platforms and brands receive value from every virtual clothing sale.

Brands including Gucci – facilitated by the British Fashion Awards – continue to reinvest in the metaverse as revenue streams and distribution channels suggest that there will be further crossover between the tech and fashion industries in the near future.