A Carolina Herrera digital dress, worn on September 12 by American supermodel Karlie Kloss during the show at New York Fashion Week of the firm’s proposal for Spring/Summer 2023, has sold for $5,000 on the Roblox online platform.
Although the physical garment, a yellow dress decorated with flowers that Wes Gordon – creative director of the firm – brought to life inspired by the book from his childhood, will not be available for purchase until next year, its virtual version was very soon available on the platform thanks to LoveSpun, 3D artist and creator of UGC, who “made it up” using Roblox’s new layering technology, which allows for realistic-looking 3D garments that fit any avatar body type.
It is the first time that a Carolina Herrera garment appears on Roblox.
As reported by Vogue Business, the dress went on sale in the Roblox avatar market for 500 Robux, the equivalent of about $5. It was available for four hours, and a total of 432 units were sold. Since then, the different ones have reached an average resale price of 188,257 Robux, about $1,883, as the dress has apparently already been sold several times for more than the equivalent of $1,000 (in Robux) and once for more than $5,000.
This value tends to fluctuate, influenced by the offer; in the case of this garment, Wes Gordon shared with Vogue Business that he considered “exciting the great response that the dress has had, and the fact that there is so much appetite and interest to celebrate fabulous fashion anywhere from our runway at the Plaza Hotel to the metaverse.”
And it is that the interest of young people in digital fashion is increasing, which is enhancing the value of designers among the Roblox community, as well as brands such as Gucci, Tommy Hilfiger, Ralph Lauren, and Burberry, who have made the metaverse a pleasant environment to show your creations from another perspective different from what was known until now.
“see-now, buy now, wear now.”
All this is the result of the immediacy promoted by the social networks themselves and the fast fashion model of consumption that has shaped a consumer who wants to receive their products as soon as possible and who is changing the usual formulas until now, as is well demonstrated by example Tommy Hilfiger that this edition of New York Fashion Week expanded the brand’s “see-now, buy-now” concept to “see-now, buy-now, wear-now”, as the digital versions of their looks runway shows became available on Roblox immediately during the parade.
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