Fast Fashion Expands Reach Into Web3

Fast fashion keeps expanding its reach into Web3, tapping hot entertainment properties to find new ways to engage with young shoppers.

As the release of this summer’s new “Barbie” movie gets closer, Mattel is teaming up with Forever 21 for a new collection available on Roblox. And H&M is busy stitching up new clothes themed to Netflix’s “Stranger Things.”

The Forever 21 collection, produced for Roblox by Virtual Brand Group, is called Shop City. It allows visitors to run their own fashion boutique, stocked with a virtual collection that mirrors the store’s real collection and offers a few metaverse-exclusive Forever 21 x Barbie designs.

With “radical” fabric combinations and plenty of Barbie’s famous pink, the 76-item collection is available at select Forever 21 retail stores, online and in Roblox.



“Virtual fashion is an important part of meeting consumers everywhere they are,” said Jacob Hawkins, Forever 21’s chief marketing, omni and digital officer, in its announcement. “This one-of-a-kind Metaverse Barbie collaboration between Forever 21, Mattel and Virtual Brand Group is at the forefront of bringing physical and virtual products together.”

H&M says its new experience will run for a limited time within H&M Loooptopia On Roblox. The Stranger Things Kids Summer Collection features easy separates and retro prints inspired by the ‘80s and ‘90s, as well as the varsity-style jerseys and surfer looks worn by the Hawkins gang.

It also includes a “Surfer Boy Pizza Delivery Game,” a fast-paced experience that lets kids win bespoke “Stranger Things” clothing. After players complete all five levels of pizza deliveries, navigating different biomes as they go, they can unlock a special trailer of what’s up-and-coming within the H&M Loooptopia experience.

They won’t learn much about the next “Stranger Things” season, though. Netflix is keeping the details of the hit show’s fifth and final season, expected to air some time in 2025, under wraps.

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