Paolina Russo, the London-based fashion label shortlisted for the 2023 LVMH Prize, has worked with digital fashion platform Sknups to translate three key looks of its fall 2023 collection for Roblox, a web based game platform with greater than 65 million day by day lively users.

Launching Thursday, the collaboration can be accompanied by an installation at Dover Street Market London.

Russo, who heads her namesake label along with Lucile Guilmard, said: “Our work is heavily inspired by gaming and online universes. Roblox is an enormous world, closely related to constructing, making, and community — themes that deeply resonate with our work.”

Through the partnership, facilitated by 1 Granary, the London-based education and design platform born out of a Central Saint Martins student-led magazine, the brand will add recent looks on Roblox each season.

The inaugural offering include the virtual versions of a merino wool gradient illusion knit turtleneck and maxiskirt, a rainbow crossover top and skirt set, and a Lycra-printed long-sleeve top and legging.

Charlie Thomas, cofounder and artistic director of Sknups, said the virtual garments were achieved by multiple Roblox user-generated content creators to harness the potential of Roblox’s latest layered clothing technology and avatars.

“Our goal was a full digital immersion into the Paolina Russo brand by combining layered clothing with hair, accessories and environment to deliver an experience that might resonate with fans of Paolina Russo and the Roblox community. The initiative serves for instance of how digital spaces might help young designers reach recent audiences and develop recent revenue streams, also reflecting the sustainability ambition that’s integral to brands today,” he added.

Olya Kuryshchuk, founder and chief executive officer at 1 Granary, noted that it’s imperative for young brands to explore recent practices and revenue models beyond the standard wholesale.

“The digital realm offers boundless possibilities and accessibility, especially when coupled with a tangible experience,” she added.

Virtual fashion has been a key a part of Roblox, because it’s fuel for 38 percent growth in revenue this past quarter, per the gaming developer’s earnings report earlier this month.

In line with Roblox’s 2023 Digital Expression, Fashion & Beauty Trends Report, which surveyed 1,500 members of Gen Z within the U.S. and U.K., the influence of virtual fashion on Gen Z has deepend.

The survey showed that 84 percent acknowledged that their avatar style inspires their physical style to a point, including 54 percent who’re extremely inspired by avatar fashion. Fifty-six percent consider how they dress their avatars to be much more vital than how they dress themselves.