ITV Studios and the Virtual Brand Group (VBG) have exciting news for “The Voice” fans—the winter virtual fashion line inspired by coaches Reba McEntire, Gwen Stefani, Niall Horan, and John Legend from NBC’s The Voice Season 24 is now available exclusively on Roblox. This collection marks a big leap for the brand into avatar fashion and digital retail.
Jurian van der Meer, Director of Global Commercial Partnerships at ITV Studios, expressed their enthusiasm for connecting “The Voice” with Generation Z through virtual fashion on Roblox. The winter line features four design themes—country, pop, rock, and soul—capturing the essence of the musical genres from the show. From streetwear to couture fashion, the collection offers diverse aesthetics, accompanied by matching accessories.
VBG plans to release the collection in three drops, with the final one celebrating the winner of NBC’s season 24 show. For the first time, fans can explore “The Voice’s” virtual pop-up store on Roblox, where they can interactively shop, mix and match outfits, and even take a selfie in the show’s iconic red chair for sharing on social media.
This winter collection and virtual pop-up are part of Virtual Brand Group and ITV Studios’ ongoing efforts to expand their presence in the metaverse. They’ve previously activated virtual experiences in Decentraland, Ready Player Me, and now on Roblox, showcasing their commitment to engaging audiences across diverse digital spaces.
Justin Hochberg, CEO of Virtual Brand Group, emphasized the global influence of fashion and music in pop culture. Launching “The Voice” collection on Roblox, a platform that sold a staggering 1.6 billion digital fashion items last year, positions the brand as an omni-channel retailer reaching over 200 million consumers monthly—more than Amazon’s subscriber base, making it a significant move in the digital retail landscape.
