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ITV’s The Voice Launches Virtual Fashion Line

ITV’s The Voice Launches Virtual Fashion Line

ITV Studios and the Virtual Brand Group today unveiled The Voice’s Winter virtual fashion line which is now available exclusively on Roblox, an immersive platform for connection and communication with over 70MM consumers daily.  Continuing the show’s commitment to its fans in over 150 territories around the world, The Voice’s new collection reflects a diversity of global styles and was created 99% more sustainably than physical fashion lines can be manufactured (The Voice on Roblox).

This Winter’s virtual collection is part of the brand’s growing expansion into avatar fashion and digital retail showcasing four design themes, each inspired by a different coach’s musical genre on NBC’s The Voice season 24 now airing. The four-time EmmyⓇ Award-winning musical competition series currently features coaches Reba McEntire, Gwen Stefani, Niall Horan and John Legend as they vie to discover and coach the next singing phenomenon.

The Winter line themes are Country, Pop, Rock and Soul and include a range of aesthetics to reflect global tastes, from street gear to couture fashion each with matching accessories. This line will be released by VBG in three separate secretive drops with today being the first and the final one set to commemorate NBC’s season 24 show winner.  

VBG is also unveiling The Voice’s first virtual Pop-Up store, which allows fans to shop interactively, mix and match outfits, and take a selfie in the show’s iconic red chair to post to social media. The Voice Pop-Up was built in partnership with Dubit, a leading technology company and Roblox development studio who works with global brands. 

The Voice Pop Up shop can be enjoyed across a vast range of experiences on Roblox putting the collection closest to tens of millions of the show’s fans where they shop, play, enjoy music and meet friends.  

The Winter collection and The Voice Pop-Up represent Virtual Brand Group (VBG), an award-winning metaverse pioneer known for building immersive experiences, communities and virtual fashion, and ITV Studios’ fourth virtual activation on three different platforms in just one year (Decentraland, Ready Player Me and now on Roblox). 

ITV Studios’ The Voice airs in over 150 countries around the world and fans will now be able to engage with the brand in a new way, on a new platform anytime, anywhere and in an environment built for them. 

Jurian van der Meer, EVP Brand Licensing, Global Partnerships, ITV Studios, said: “Entering Roblox with virtual fashion is for us the perfect way to connect one of our most successful brands, The Voice with Generation Z. Inspired by the musical genres of NBC’s season 24 of The Voice, we bring a unique fashion line into the metaverse”.

“Fashion and music drive global pop culture. Building The Voice as a global fashion brand, in partnership with NBC, is key to the show’s strategy to always be at the center of the zeitgeist”, said Justin W. Hochberg, CEO of the Virtual Brand Group. “Launching this unique collection on Roblox, which sold 1.6B digital fashion items last year. establishes the brand as an omni channel retailer reaching over 200MM consumers monthly.  That’s more people than subscribe to Amazon, the world’s largest retailer”. 

According to Roblox’s recent digital expression report, over half (56%) of Gen Z say styling their avatar is more important than their physical style, underscoring the importance of digital self-expression. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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