The world of Web3 continues to reshape how we experience fashion, and this week was no exception. From Charli XCX's 'Brat' making waves on Roblox to Zepeto's unexpected partnership with Netflix's Emily in Paris, and Adidas Originals collaborating with Doodles, the convergence of digital and physical fashion is more dynamic than ever. Here's a closer look at the latest happenings.

Charli XCX's 'Brat' Takes Over Roblox's 'Dress to Impress'

Lime green is the color of the moment, and Charli XCX is leading the charge. Her culture-defining album 'Brat' has transcended music and found a new home on Roblox, a platform known for its ability to seamlessly blend gaming with cultural phenomena. In a vibrant collaboration, Roblox's popular "Dress to Impress" experience now features a runway and lobby drenched in Brat’s signature slime green hue.

Players can dress their avatars in outfits inspired by Charli XCX’s music videos, including looks from her recent hit, "365." This activation is a testament to how gaming platforms like Roblox are becoming essential tools for engaging with Gen Z and Gen Alpha. With nearly 2 billion visits since its launch, "Dress to Impress" proves that virtual fashion experiences are more than a trend—they're the future of interactive marketing.

Adidas Originals x Doodles: A Phygital Collaboration

Adidas Originals continues to expand its digital footprint, this time through a second collaboration with Doodles, a media company that has quickly evolved from NFT fame to a global brand powerhouse. This partnership introduces limited edition apparel, sneakers, and digital wearables, all tied to Doodles' upcoming animated special, "Dullsville and the Doodleverse."

At the heart of this collaboration is "Deysi," a character voiced by rising star Coi Leray, who bridges the physical and digital worlds. Fans can unlock a mix of physical and digital collectibles through a unique "pack ripping" experience, including the exclusive Adidas Originals x Deysi Tracksuit. This collaboration also marks Doodles' first mint on Ethereum's L2 platform, Base, underscoring the brand's commitment to blending blockchain technology with mainstream fashion.

Adidas' partnership with Doodles is a strategic move to tap into fan culture and the growing demand for phygital experiences. As Doodles cements its place as a globally recognized IP, collaborations like this one will likely become the blueprint for future brand partnerships in the Web3 space.

Zepeto and Emily in Paris: A Cross-Cultural Collaboration

In an unexpected yet perfectly aligned collaboration, Zepeto, the South Korean gaming platform, made a surprise appearance in the latest season of Netflix's Emily in Paris. This crossover represents a new frontier for in-show advertising and brand partnerships within popular media.

Although details are still under wraps, the partnership is expected to feature prominently in the second half of the season, which drops in September. For Zepeto, this collaboration is a strategic move to increase its visibility in Western markets, where it faces stiff competition from platforms like Roblox.

The alignment between Zepeto’s user base—predominantly young, tech-savvy females—and the target audience of Emily in Paris makes this partnership a natural fit. With Emily in Paris reaching millions of households worldwide, Zepeto is poised to boost its global awareness and further establish itself as a major player in the virtual fashion space.

The Future of Fashion in Web3

As these collaborations illustrate, the boundaries between fashion, gaming, and entertainment are increasingly blurring. Brands are leveraging virtual platforms not just to showcase products but to create immersive experiences that resonate with digital-native audiences. Whether through Roblox's interactive runways, Adidas' phygital collectibles, or Zepeto's media crossovers, the future of fashion lies at the intersection of the digital and the physical—and it's happening now.

Stay tuned as Seamm continues to explore and celebrate the innovations that define the phygital fashion landscape.