Roblox Revolution: Gen Z's Digital Fashion Frenzy and the Metaverse Impact on the Fashion Industry 

November 15, 2023

Fashion & Technology

In the dynamic world of digital fashion, Roblox emerges as a trendsetter, having successfully sold over a billion digital fashion items in 2022. This trend shows no signs of slowing down, especially among its key demographic, Generation Z, where the fascination with dressing up and customizing avatars has reached unprecedented levels.

In collaboration with Parsons School of Design, Roblox conducted a comprehensive survey of 1,000 Gen Z-ers in September to compile its "Metaverse Trends Report." Released alongside the report was a cutting-edge course by Parsons, delving into digital fashion design on the Roblox platform to meet the surging demand for digital fashion skills. The findings unveiled a striking revelation that 70% of Gen Z-ers dress their avatars in a manner reflective of their real-life style, emphasizing the profound influence avatars exert on their physical fashion choices.

Christina Wootton, Roblox's Vice President of Global Partnerships, predicts that upcoming fashion designers and brands will be deeply immersed in digital realms, designing 3D versions of collections and crafting metaverse-exclusive items. She highlights how the metaverse's influence on fashion trends will transcend into the physical world, creating a reciprocal relationship between the two.


The Metaverse Trends Report underscores the rising popularity of digital fashion as a form of self-expression for Gen Z. A staggering 50% of respondents admitted to changing their avatar's clothing weekly, with 40% asserting that digital self-expression through attire is more significant than in the physical realm.

Leading the digital fashion wave is DressX, a digital fashion marketplace that has launched two collections on Roblox, selling a staggering 50,000 items. Daria Shapovalova, DressX's Co-founder, sees the integration of physical and metaverse shopping as complementary, offering consumers the joy of fashion consumption with a significantly reduced environmental impact. According to DressX, a digital garment's carbon footprint is merely 3% of that of a conventionally produced cotton T-shirt.

Survey results reveal that almost three-quarters of Gen Zers are willing to spend money on digital fashion, with a substantial portion allocating $20-$100 for a single virtual item. Outfit changes are influenced by mood (53%), and new purchases prompt alterations in their virtual wardrobe.

Beyond its proprietary designs, DressX is set to bring traditional fashion brands into the Roblox sphere. Partnerships with brands like Dundas have already demonstrated the potential of this crossover. Evangelo Bousis, Co-founder of Dundas, expresses optimism about the performance of digital fashion on Roblox and emphasizes their commitment to inclusivity, mirroring their physical fashion strategy.

Respondents from the Roblox report stress the importance of inclusivity in the metaverse, with 70% advocating for avatars to represent a full spectrum of skin tones. Tommy Hilfiger echoes this sentiment, emphasizing their commitment to diversity on Roblox. Puma's Marketing Manager, Christine Kohler, sees Roblox as a potent influencer in both real-life and digital fashion, emphasizing the brand's active participation in web3 to shape its future endeavors.

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