London-based brand Paolina Russo has already made waves in the industry for their innovative take on knitwear. Case in point: this year the label was shortlisted for the coveted LVMH Prize and the International Woolmark Prize. Breaking new ground in the industry, the brand headed by Paulina Russo and Lucile Guilmard, is diving headfirst into the digital space with digital fashion platform SKNUPS to create a virtual wardrobe exclusively on Roblox. This collaboration between high fashion and the virtual world is poised to redefine the way we experience and engage with style in the metaverse.
‘Through our collaboration with SKNUPS we have been able to explore digital fashion which is incredibly exciting for us, fuelled by our deep love for gaming, particularly our fond memories of playing Sims as we grew up,’ Paolina Russo tells us over email.
Roblox players will have the opportunity to expand their avatar’s wardrobes using key pieces from one of London’s most exciting young talents. The collection is comprised of three digitised looks from the brand’s A/W 23 collection, including an illusion knit turtleneck and maxi skirt set, a rainbow cross-over top and skirt set, and a lycra-printed top and leggings.
‘The prospect of reaching a completely new audience is very exciting by tapping into the expansive world of gaming. This crossover provides a unique avenue to connect with individuals who may not have been traditional followers of fashion and opens up a new audience for our work.’
Still, the release goes beyond the pixelated world of Roblox. Paolina Russo’s partnership with SKNUPS launches at Dover Street Market London. With support from the global fashion education platform 1 Granary, the launch will include an installation at DSM with physical products available. ’The digital realm offers boundless possibilities and accessibility, especially when coupled with a tangible experience’, explains 1 Granary founder and CEO Olya Kuryshchuk.
Speaking about what makes exploring digital design so exciting, Paolina Russo expressed it provided limitless opportunities for expressing their creativity. ‘In the digital space, we are not bound by the constraints of physical materials or production limitations manufacturing challenges that often hinder young designers – no worrying about Minimum Order Quantities (MOQ), lead times for raw materials, overproduction, or seasonal market dependencies. This permits us to focus solely on our creative vision and to push the boundaries of design, experimentation, and fantasy that may be challenging or impossible in real life.’
As the anticipation builds within the fashion and gaming communities, Paolina Russo's Roblox collection is set to make a bold statement, blurring the lines between reality and the virtual world. It’s a promising sight for the metaverse-obsessed to see emerging brands like Paolina Russo embracing the digital space.
The Paolina Russo x SKNUPS collection for Roblox launches on 30 November at Dover Street Market London.