ITV Studios Launches ‘The Voice’ Inspired Fashion Line in Partnership With Roblox
Reading Time: 2 minutes
ITV Studios’ global singing competition series The Voice is advancing into the metaverse, debuting a virtual fashion line. This line is now available exclusively on the online gaming platform Roblox. The new digital clothing capsule taps into fans’ passion for self-expression and affinity for the hit show.
Four Genre-Themed Collections Timed to Current Season 24 of The Voice
The Voice rolled out four themed collections: country, pop, rock, and soul. The winter fashion line ranges from streetwear to looks inspired by Season 24 judges.
Beyond aesthetic design, the apparel and accessories showcase technical innovation. This live is over 99% more sustainably than physical clothing manufacturing allows. This cements The Voice as an early archetype for eco-conscious metaverse commerce.
In partnership with metaverse builder Virtual Brand Group (VBG), The Voice has officially unveils all of the virtual clothes. The drop concluded on with the show’s December 18 finale.
While The Voice already airs in over 150 countries, the Roblox digital apparel line provides another channel to engage followers. As young generations use avatars for self-representation online, the brand is positioning itself to be apart of the picture.
Along with the prior launches by VBG on other platforms like Decentraland and Ready Player Me, the Roblox fashion line cements The Voice as a multi-channel retailer. The brand now reaches over 200 million potential shoppers monthly — certainly rivaling digital behemoth Amazon.
The Voice launches on @Roblox with an exclusive fashion line! Inspired by @nbc’s coach's musical genres: Country, Pop, Rock and Soul.
— ITV Studios (@itvstudios) December 14, 2023
What's your favourite style? Take a peek here: https://t.co/Msuw8GvBsd #Roblox #RobloxUGC @dubit @Justbevirtual pic.twitter.com/pChW22ybIe
The Strategic Partnership Will Reimagine Media Commerce
Both ITV Studios and VBG framed the shopping experiment as validating fan-centric business models for IP in the digital age. The Voice is now no longer confined to physical products and linear broadcasts. Now, the show can explore revenue streams like limited-run virtual goods timed to key moments.
The Winter 2022 capsule may be the start of the show merging pop culture, apparel, and community in the metaverse. If the initial enthusiasm and flurry of purchases persist, expect more artist collaborations, Web3 integrations, and environmental awareness spotlights.
The Voice is aiming to connect with new digital audiences early on by getting involved in emerging virtual spaces where creativity and business meet.
