The British Fashion Council has launched a new award category for Rublox design.

As part of its annual Fashion Awards, the British Fashion Council is adding a new category for 2021: an award for “Metavers Design”. As broad as it may seem, the award was actually created in partnership with Roblox, and as such, the shortlist is limited to five Roblox creators. The winner, cSapphire, runs a clothing store in the app.

Given the virtual nature of 2021, the award will be presented in the form of Gucci’s creative director Alessandro Michael (pictured above). Players will also be able to explore the Royal Albert Hall’s virtual entertainment to see the awards. Model Carly Klaus, who served as one of the judges, said in a statement: “This unique space created by BFC together with Roblox represents the future of fashion, and to be part of such an innovative experience. It’s a lot of fun. ” .

While it’s a publicity stunt, it’s part of the ongoing fusion of virtual event games and fashion. Gucci had previously created a real fashion experience inside Roblox with some virtual sneakers, and has partnered with the esports organization 100 Thieves. Meanwhile, people like Balenciaga, Louis Vuitton, Burberry, and Longchamp have created in-house outfits for games such as Fortnight And League of Legends.

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