This is a brand new category as part of The Fashion Awards 2021. It recognises a digital designer who pushes the boundaries and showcases excellence in digital fashion design within the metaverse.
Five digital fashion creators from the Roblox community were shortlisted for the award by Roblox’s developers and creators. The other nominees were GENKROCO, inkwaves, Reverse_Polarity, and Sparklings.
The winner was chosen by a judging panel made up of BFC Chief Executive Caroline Rush, Supermodel and Entrepreneur Karlie Kloss, Highsnobiety Editorial Director Christopher Morency, Dazed Fashion Features Director Emma Davidson, and W Magazine Editor-in-Chief Sara Moonves.
An immersive experience
To celebrate the launch of the award, the BFC has created an immersive experience on Roblox which offers fashion fans from all over the world the opportunity to be part of its iconic annual event that gathers some of the most influential fashion insiders, designers, innovators and celebrities.
The experience transports visitors into the iconic Royal Albert Hall where they can enjoy one of the world’s biggest celebrations of fashion in a new and unique way, walking the virtual red carpet together with their friends, exploring nominees’ displays and trying on their virtual items, as well as watching Awards video footage. Alessandro Michele, creative director of Gucci, will make an appearance as an avatar to present the award.
The Fashion Awards immersive experience on Roblox is available on the platform starting today, November 29th and until December 7th, 2021.
Shop for charity
Visitors will also be able to purchase a range of digital items created exclusively for this event by Gucci. Proceeds from these items’ sales will be donated to the BFC Foundation, the charity that supports the future growth and success of the British fashion industry by focusing on education, grant-giving and mentoring.
Caroline Rush, BFC chief executive said, “By awarding the platform’s creators we are recognising the powerful global impact of digital fashion on communities around the world, its ability to create new trends in fashion, as well as the incredible opportunities it provides for talented young creators. I was blown away by the work, and creativity of all the nominees and am looking forward to exploring The Fashion Awards experience in the metaverse”.
Christina Wootton, VP of global brand partnerships at Roblox said, “The next generation of designers are dressing avatars and they are doing it on Roblox where anyone can be a creator, starting with their own digital identity.
“Fashion is about what’s next and finding new voices with clear visions, and this talent is emerging in the metaverse. It is the global creative space for designers who are bringing limitless self-expression opportunities to people around the world, setting new trends that are starting to move into real life, and sharing their expertise with top brands.
“This recognition from a powerful fashion institution declares loud and clear that this is the space to watch for future fashion trends and talent”.