ITV Studios and VBG Debut "The Voice" Winter Virtual Fashion Line on Roblox

ITV Studios and the Virtual Brand Group (VBG) have unveiled the winter virtual fashion line for "The Voice," now exclusively available on Roblox. This collection marks the brand's significant venture into avatar fashion and digital retail, featuring four design themes inspired by the musical genres of coaches Reba McEntire, Gwen Stefani, Niall Horan, and John Legend in NBC's The Voice Season 24.

Jurian van der Meer, Director, Global Commercial, Partnerships, ITV Studios said, “Entering Roblox with virtual fashion is for us the perfect way to connect one of our most successful brands, ‘The Voice,’ with Generation Z. 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 encompasses country, pop, rock, and soul themes, offering a diverse range of aesthetics reflecting global tastes, from streetwear to couture fashion, accompanied by matching accessories. VBG plans to release this line in three separate drops, with the first on Dec. 14 and the final one commemorating the winner of NBC’s season 24 show.

VBG introduces "The Voice's" first virtual pop-up store, allowing fans to interactively shop, mix and match outfits, and take a selfie in the show’s red chair for sharing on social media. The pop-up was developed in partnership with Dubit, a technology company, and Roblox development studio working with global brands.

This winter collection and "The Voice" Pop-Up mark the fourth virtual activation by Virtual Brand Group and ITV Studios across three different platforms in one year, including Decentraland, Ready Player Me, and Roblox. The move underscores their commitment to expanding their presence in the metaverse and engaging audiences across diverse digital spaces.  

Justin Hochberg, CEO, Virtual Brand Group said, “Fashion and music drive global pop culture. 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.”