The first pure digital fashion brand Dress X game launches collection on Roblox

Dress X is the first retailer to use the new layered clothing feature in Roblox, which allows users to mix and match digital fashion styles. Previously, avatars on the platform could only wear a 2D appearance, now these will be layered and 3D.

Launched on Friday, the Dress X collection provides a blueprint on how brands can create separate items that can be mixed and matched by users. The collection brings utility to Dress X garments through its app, AR offerings and now games.

Two-year-old digital fashion brand Dress X was the first to innovate in multiple areas. By giving its users the ability to try on virtual garments in its app and wear digital garments on platforms like Zoom, it has bridged several gaps between digital garments and the real world. Other hardware, such as lenses, needed to “wear” digital clothing on digital platforms is still under development. Facilitating AR testing via the phone’s camera proved to be a much simpler solution for tech companies.

As digital clothing is meant to be interoperable or work across platforms as diverse as video games and through AR technology, their value is most evident when there are multiple platforms where users can wear them. Until now, games like Roblox did not allow layered garments. Instead, some garments and accessories were limited to certain characters and skin-like, and could not be stacked on top of each other.

With the new layered clothing feature, garments will be able to adapt to any character, be it a dinosaur or a humanoid. There is now a rocket science-inspired layer of abstraction between the garment and the character, allowing the garment to set different rules based on the character who will wear it. While this separation of leaders may sound interesting as an NFT application, the NFT blockchain element would add nothing to the Roblox platform.

The Dress X Metaverse wearable collection for Roblox consists of 12 items made specifically for the platform. Styles include casual garments, such as sweatshirts, but also special art collections with the work of Katsushika Hokusai, for example, and festive items such as themed annuals. Photo dressing for Instagram and instant AR dressing using items are also offered in the Dress X app.

Since the Roblox community can also create clothing, the new ability to overlay presents a new opportunity for brands and users to create new looks in the game. According to Roblox, over 2,000 user-created clothing and accessories have been submitted to its Avatar Shop by the community in the past few weeks.

Currently, Roblox has over 230 million registered players on the platform, with at least 30 million players online every day.

According to Christina Wootton, vice president of global brand partnerships at Roblox, digital fashion plays an important role in how the gaming community expresses itself. “We are very impressed with how quickly Dress X has adopted our brand new Layered Clothing technology, launched a week ago, which powers hyper-realistic and inclusive 3D clothing suitable for any body type. With about one in five of active members of our community who update their avatars on a daily basis, it’s no surprise at all to see our users’ genuine interest in this cutting-edge collection, “he said.

For the founders of Dress X, the collection represents another step towards a future where anyone, anywhere can wear digital fashion on any platform. “We believe 3D fashion wearables should be easily accessible to wear at various digital events and social gatherings, similar to the way we access physical closets in real life,” said Daria Shapovalova and Natalia Modenova, co-founders. by Dress X.

With interoperability still a distant feature for many of the fashion brands that have launched digital collections, Dress X is proving that brands can leverage their identities across all platforms and gain new fans.

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