• September 16, 2009

Norma Kamali is unveiling her Norma Kamali for Walmart Spring 2010 line Sept. 17 as part of an online video game at Roiworld.com. The game will go live simultaneously in conjunction with her "Democratization of Fashion" show at the Apple Store in Soho at 11 a.m.

Roiworld.com, produced by Lifetime Digital (which now also produces the sites for Project Runway and Models of the Runway), launched in the U.S. in February 2009 and is a fashion-meets-gaming site that draws more than 8 million visits and 126 million page views per month (per comScore's July report).

The Norma Kamali for Walmart Spring 2010 collection will debut as part of an online dress-up game within Roiworld.com's popular Designer Closet section.

The game will also enable Roiworld visitors, for the first time in the site's history, to immediately purchase items from the Kamali collection that they see on the site through arrangements with Walmart.com and NormaKamaliCollection.com.--Tanya Irwin