Grammy Award-winning pop star Olivia Rodrigo has launched her first virtual shopping experience in popular world-building game Roblox.
“PARTY!!! At Olivia's Place” invites fans to a virtual house where they can dance, chat and shop Rodrigo's real-life looks via the singer-songwriter's digital closet.
“I'm excited for fans to have a space where they can get together, hang out, have fun and be themselves,” said Rodrigo in a recent statement.
The Roblox house party was created by Interscope Geffen A&M Records and Sawhorse Productions, the development studio behind Roblox experiences like Elton John's “Yellow Brick Road,” Karlie Kloss’ “Fashion Klossette,” Paris Hilton's “Slivingland” and more.
“We worked with Olivia on the fashion, music, and vibe to get every detail right – down to the posters on the walls – to create an authentic space,” said Sawhorse co-founder and head of interactive Nic Hill.
Rodrigo's virtual house party is built to make fans feel immersed in and connected to their favorite artist. The space is littered with Easter eggs from Rodrigo's music videos, as well as digital recreations of Rodrigo’s iconic outfits, including her “GUTS” necklace, a braided pigtail hairstyle, a red two-piece from her 2023 VMA performance, and the cheerleading outfit from her hit song, “good 4 u.”
Fans can embark on a scavenger hunt for special digital items inspired by Rodrigo's most popular songs, while having the option to try out the artist's signature dance moves (or “emotes”) in her home sound studio.
Shopping digital items in virtual spaces is becoming more popular among younger consumers. According to Roblox's 2023 trend report, over half of Gen Z users say styling their avatar is more important than their style in real life, and 1 in 4 say their digital closets are inspired by real world celebrities.
Social-media platforms have also been targeting younger users with digital fashion launched. On Wednesday, Snapchat, which has released Bitmoji fashion collections for brands like Adidas, Converse, Nike, and Carhartt, announced a new digital lipstick launch with e.l.f. Cosmetics.