Rebecca Minkoff fronts esports event, opens virtual pop-up on Roblox

By

Jennifer Braun

Published
Apr 4, 2022

Global fashion brand Rebecca Minkoff is making moves in the metaverse again by teaming up with gaming platform Roblox to do a two-week game takeover of the shoe-wearing game High Heel Obby.

On Friday, fans had the chance to compete in a live Rebecca Minkoff Obby event to win a share of $5,000 worth of Robux, Roblox's in-game currency. Hosted by metaverse company Dubit and its Metaverse Gaming League, the live Rebecca Minkoff event featured an exclusive appearance from the celebrated designer.

As part of the takeover, they also co-created a virtual Rebecca Minkoff pop-up store to try on digital versions of coveted collectibles including handbags and high heeled boots, while exploring virtual editions of the designer’s work.

“Many might question the compatibility of Rebecca Minkoff and High Heel Obby but this is why fashion brands are immersing themselves in metaverse, specifically on a gaming community like Roblox,” said Minkoff. 

“When we enter a world where multi-millions flock daily to socialise, it’s a privilege to be able to showcase our brand on their territory. The beauty of fashion within the metaverse is being able to experiment with different styles, looks and characters. Yes, it was a dynamic move to transport Rebecca Minkoff to a colour-happy, crazy world like High Heel Obby but by doing so we’re engaging and interacting with a new generation of customers where community counts.”

High Heel Obby attracts nearly 10 million monthly players who customize high heels by earning coins and racing over 150 levels featuring the popular game's famously eye-catching girlie-pink graphics.

Minkoff first entered the metaverse in September when she became the first female American designer to create NFTs (non fungible tokens) for a fashion collection. Her most recent line of NFTs - The Dunamis collection - was inspired by a Greek philosophical concept referring to power and potential and features four digital looks.