ITV Studios’ ‘The Voice’ Joins Roblox with Virtual Fashion Line

ITV Studios and the Virtual Brand Group (VBG) have unveiled “The Voice’s” winter virtual fashion line which is now available exclusively on Roblox. 

This winter’s virtual collection is part of the brand’s growing expansion into avatar fashion and digital retail showcasing four design themes, each inspired by a different coach’s musical genre on NBC’s The Voice season 24. The musical competition series currently features coaches Reba McEntire, Gwen Stefani, Niall Horan and John Legend. 

“Entering Roblox with virtual fashion is for us the perfect way to connect one of our most successful brands, ‘The Voice,’ with Generation Z,” says Jurian van der Meer, director, global commercial, partnerships, ITV Studios. “Inspired by the musical genres of NBC’s season 24 of ‘The Voice,’ we bring a unique fashion line into the metaverse”. 

The Winter line themes are country, pop, rock and soul and include a range of aesthetics to reflect global tastes, from street gear to couture fashion each with matching accessories.  This line will be released by VBG in three separate drops, with Dec. 14 being the first, and the final one set to commemorate NBC’s season 24 show winner.   

VBG is also unveiling “The Voice’s” first virtual pop-up store, which allows fans to shop interactively, mix and match outfits and take a selfie in the show’s red chair to post to social media. “The Voice” Pop-Up was built in partnership with Dubit, a technology company and Roblox development studio who works with global brands.  

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The winter collection and “The Voice” Pop-Up represent Virtual Brand Group and ITV Studios’ fourth virtual activation on three different platforms in one year (Decentraland, Ready Player Me and Roblox).  

“Fashion and music drive global pop culture,” says Justin Hochberg, chief executive officer, Virtual Brand Group. “Building ‘The Voice’ as a global fashion brand, in partnership with NBC, is key to the show’s strategy to always be at the center of the zeitgeist. Launching this unique collection on Roblox, which sold 1.6 billion digital fashion items last year, establishes the brand as an omni channel retailer reaching over 200 million consumers monthly. That’s more people than subscribe to Amazon, the world’s largest retailer.”