Forever 21 x Barbie launches in-store, online and in the metaverse

On the heels of launching a new brand campaign entitled ‘Forever LA’, leading fashion retailer Forever 21 has announced its latest collaboration with Barbie.

The new limited-edition collection includes a range of on-trend vintage-style apparel items, swim, sleepwear, beauty and accessories as well as home décor, inspired by the Barbie DreamHouse. The collection will be simultaneously available in-store, online, and in the Forever 21 Shop City experience on Roblox.

Forever 21’s experience for Roblox was created in partnership with the Virtual Brand Group (VBG), a web3 fashion designer, game developer and retailer that creates immersive metaverse experiences for global brands’ web3 businesses, and which was recently awarded “Best Digital Product” by Licensing International. The metaverse collection was created by VBG’s global multicultural design team working across five countries.

The Forever 21 x Barbie collection meticulously replicates its real-life inspiration and campaign using Roblox’s latest Layered Clothing technology powering hyper-realistic 3D clothing that fits any avatar body type. The designs feature real-world fabrics and details like intricate stitching on the collection’s Malibu Denim Jacket, embossed art, beadwork, and textured fabrics on jumpsuits, dresses, hoodies, iconic t-shirts, trucker hats, and jelly bags. Fans globally can now follow the “#TwinWithYourAvatar” trend.

“Barbie, a SoCal native, plays in the same inclusive, empowering and fashionable space that our customers love, appreciate and have come to expect from our business,” says Winnie Park, CEO at Forever 21. “We are thrilled to offer shoppers unexpected line extensions that include Barbie in-store and online and virtual fashions in the metaverse. This was the perfect collection to launch first, under our Forever LA umbrella.”

Another in-store and online first for the fashion retailer, Forever 21 will be offering the Barbie Fashionistas, the most diverse doll line on the market, which celebrates an inclusive view of beauty and fashion, representing a range of body types, skin tones, eye colours and unique physical traits.

Available at all Forever 21 locations, the Barbie Summer 2022 Collection celebrates inclusive fashion with sizes ranging from XS up to 3XL and offers an additional assortment for kids. Prices range from $6.99 – to $54.99, and pieces will be available for a limited time only at Forever 21 stores, on the Forever 21 App, and online on The new inclusive fashions can also be acquired in the Roblox Avatar Shop and worn by any avatars on the platform.


Forever 21 teams with Virtual Brand Group for Roblox experiences

Virtual Brand Group, a metaverse creation company which accelerates global brands into the metaverse, and iconic fashion brand Forever 21, owned by Authentic Brands Group, today announced an exclusive partnership to build a fashion retail experience on Roblox, the global online platform for shared experiences connecting tens of millions of people every day.

The all-new experience, Forever 21 Shop City, is designed to allow Roblox users, fashion influencers and creative world builders to own and manage their personal store.

Users will be able to buy and sell Forever 21 merchandise, including accessories and clothing, hire non-player characters (NPCs) as employees and express themselves by customising every aspect of their own store as they try to become the ‘top shop’ in the experience.

Forever 21 Shop City is a community-first game launching in collaboration with some of Roblox’s most “fashion fabulous” user generated content creators and Roblox influencers. Sam Jordan @Builder_Boy curated the Forever21 Shop City fashion line in partnership with @Beeism, @OceanOrbsRBX, and @JazzyX3 who have all created exclusive items for Forever 21 Shop City and collectively had millions of item sales on the platform.

In addition, Forever 21 Shop City will feature personally designed stores by influencers such as KrystinPlays, Shaylo, and the Sopo Squad.

“The metaverse is the most transformative innovation since the creation of the internet,” says Justin Hochberg, VBG’s CEO. “Roblox is one of the platforms creating the biggest business opportunities for brands with more than 50 million daily active users who socialise and live digital lives for hours every day, just like my son, daughter and all their friends do.

“Our collaboration with Forever 21 marks not just one of the biggest metaverse launches this year, but also one that uniquely combines the physical and virtual worlds by delivering IRL content from Forever 21 in-game and finding ways for Roblox UGC creations to exist in real life.”

Katrina Glusac, Chief Merchandising Officer at Forever 21, says: “With Forever 21 Shop City, our goal is to expand how we engage with customers, extending our presence and product in new ways. We’re excited to provide a new space on Roblox where our fans can connect with their community and bring their own vision of Forever 21 to life.”

Every 21st of each month, Forever 21 Shop City will have “Forever 21 Day”, integrating new themed content and activities. December 21st will mark the first-ever Forever 21 Day and will commence with a holiday-themed update.