Forever 21, Barbie Collaborate on Summer Collection in the Metaverse



Guests to the metaverse can now shop for Barbie clothing, sleepwear, swimwear, components and property décor influenced by the Barbie DreamHouse in Eternally 21’s virtual store, the corporations announced Tuesday.

The 2022 constrained-edition collection will be offered in For good 21 Store Metropolis on Roblox, as nicely as on line and in-retail store. The metaverse retailer was created in partnership with the Digital Model Group, a world wide web3 vogue designer, video game developer and retailer that makes immersive metaverse ordeals by setting up and functioning for global brands’ internet3 corporations.

Full Retail’s Consider: Eternally 21 and Mattel, two California-based mostly organizations, are leaning into their indigenous roots with the fashion, residence decor and add-ons line. The launch of the confined-version assortment will come on the heels of Endlessly 21’s “Without end LA” marketing campaign, which highlights its ties to Los Angeles and would make a nod to Angel City’s manner fashion.

Eternally 21 entered the metaverse past year with the opening of its Roblox store, providing end users a opportunity to have and operate their personal digital storefronts, as perfectly as buy and provide merchandise. Brand names these types of as Mattel and Forever 21 are figuring out that the major metaverse successes arrive with equally a digital and in-particular person encounter, as other merchants like Rebecca Minkoff and Nike have shown.


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