The game of the moment
Dress to Impress is the game of the moment on Roblox. On a platform with millions of experiences, it has managed to stand out and position itself as one of the best experiences out there.
With a simple mechanic, focused on fashion, Dress to Impress has become one of the most played environments in 2024.
The basis of the game are contests where from a random theme (it can be Heroes vs Villains, elements, and many more), players will have to dress up according to that theme. Once the costumes are finished, all contestants will vote on each of the outfits and the top three are the winners.
The success behind Dress to Impress
Dress to Impress was launched in November 2023 and it is only relatively recently that it has managed to become one of the most played Roblox environments.
Since its launch, Dress to Impress has had a total of 2.5 billion views. According to the GEEIQ platform.
Despite being available for almost a year, it is only now that it has really gone viral. This is due, at least in large part, to TikTok and its algorithm. And the fact is that when the network takes on a theme, many, many users will see it sooner or later.
Another remarkable fact is that it is a fashion game, which have always been very popular on the internet and its gameplay is reminiscent of the kind of games that many people have spent hours playing.
But where Dress to Impress really stands out is its voting system. The competition between players is the perfect icing on the cake for players to spend hours proving that they are the best dressed.
Streamers with millions of followers, such as Madison Beer and Kai Cenat, have shared images of their best efforts, while many influencers have brought the game to real life with their own outfits.
Fashion and UGCs in Roblox
Fashion and UGC are two terms that go hand in hand, especially among young people, who express themselves through their online avatars.
On Roblox, users can create and share their own items, clothes and other cosmetics, fostering a vibrant community where personal creativity thrives.
This is especially appealing to Generation Z and Generation Alpha, who place great importance on digital identity and personalisation.
During the first quarter of 2023, users purchased almost 1.6 trillion items and fashion brands have tapped into this market to join the world of digital experiences.
This data is what has led major fashion brands such as Adidas, H&M and Gucci to launch their own environments on Roblox and with it, their own fashion collections within the platform as UGCs.
Dress to Impress impact
The sudden success of Dress to Impress only amplifies the success of fashion on the platform, a game where clothes are the key to fun on a platform where users are constantly looking to change their avatar’s outfit.
With this popularity, brands and artists have taken an interest in the platform, looking to collaborate with Dress to Impress.
Charli XCX, the artist of the moment, has taken advantage of the release of her album Brat, coining a completely new term for the younger generation and bringing a collection of clothing and UGCs to the Dress to Impress experience.
This new collection, accompanied by the hand of a reference artist shows us that Roblox is a place where brands and artists are always welcome.
Brands on Roblox
The success of fashion within the platform is not an isolated case for brands. The only limit on Roblox is imagination and brands of all kinds know this, launching their own experiences and placing their values and products creatively within fun games.
Here are two examples of our work with major brands in sectors completely different from fashion that have been a complete success.
