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Photo Credit: Blueberry x Aespa
Digital fashion house Blueberry announces an in-game couture collaboration with gaming platform Roblox, featuring K-pop sensation Aespa.
Pioneering digital fashion house Blueberry has announced the launch of The Blueberry Stage on Roblox as a new home for fashion and music moments in the metaverse. The stage will debut with Blueberry’s latest collection this week, and will feature a live show starring K-pop sensation Aespa on September 12. The collaboration will provide fans everywhere with new digital couture and immersive experiences.
The Blueberry Stage aims to provide an open space for fans to chat, connect, and celebrate their love of music and style alongside their favorite group. The Aespa experience will be open for two weeks, allowing players to grab a virtual front-row seat to see the group in brand-new, custom Blueberry digital couture.
The Blueberry collection will feature four exclusive digital looks, inspired by Aespa’s new mini-album, Rich Man, each designed to reflect the group’s ongoing focus on their journey from real-life idols to avatars in a virtual world. Aespa has a special surprise in store after the show: fans can journey through a portal to the Blueberry-branded kiosk and immediately shop the digital fashion collection, as well as an expansive new K-pop inspired line. Additional colorways will launch on September 19.
As a premier digital fashion brand on Roblox, Blueberry aims to create a space for artists, fans, and fashion to integrate in new and immersive ways. This collaboration is just the beginning for The Blueberry Stage, with more artist and designer partnerships to follow.
“K-pop has this incredible ability to fuse music, fashion, and community, and Aespa embodies that spirit with fearless style that deeply resonates with fans. Blueberry’s fashion stage taps into that same energy, giving Aespa and their community a place to connect in real time while experimenting with fashion and self-expression,” said Kate Young, celebrity stylist and senior Blueberry advisor.
“By designing both Aespa’s virtual looks and the interactive environment they live in, Blueberry is creating more than just outfits—it’s building a dynamic space for fans to hang out, express themselves, and be part of something bigger. This is what the future of fashion looks like: moving beyond traditional runways to create genuine authentic community experiences,” Young added.
“Roblox is a destination for creativity and connection, and The Blueberry Fashion Stage is a bold new way to bring music and fashion together for our community,” concluded Jessica Meehan, Music Partnerships Lead, Roblox. “We can’t wait to see how our users engage with it.”
