American fashion retailer Forever 21 & Mattel launch Barbie collection

Anchored in the iconic Barbie pink hue and complemented by subtle accents of light pink, white, and gray, the collection showcases an array of fashion styles. From sporty pink pieces in Forever 21's best-selling silhouettes to denim garments embellished with sequins and bold dresses that make a statement, the collection offers a wide range of products for the brands’ fashion-savvy audience, Authentic Brands Group, which operates Forever 21, said in a press release.

"We're thrilled to reintroduce Barbie to Forever 21 and embrace the growing Barbiecore trend that our customers adore," said Winnie Park, CEO of Forever 21. "This captivating collection offers a variety of collectible pieces that perfectly embody our signature trend-forward aesthetic, all while paying homage to the iconic Barbie brand – and at an incredible value."

The Forever 21 x Barbie collection showcases expanded sleep apparel, footwear, and fashion bags. Novelty non-apparel items also capture the active-lifestyle spirit of Barbie, such as a rhinestone-encrusted water bottle. Women’s apparel sizes range from XS-XL, plus 0X-3X and kids 5/6-13/14.

Additionally, Forever 21, in partnership with Virtual Brand Group (VBG), has created an AI-designed virtual Forever 21 x Barbie fashion collection available exclusively on Roblox. The brand’s unique metaverse experience Shop City on Roblox allows visitors to build and operate their own fashion store. The virtual collection will mirror the in-store assortment and offer metaverse-exclusive Forever 21 x Barbie designs that include colourful summer-themed formal and streetwear lines, each with radical fabric combinations. A portion of the virtual collection will only be available as a limited edition and all visitors of the experience on Roblox will have an opportunity to claim free Forever 21 x Barbie fashion surprises.

“Virtual fashion is an important part of meeting consumers everywhere they are,” said Jacob Hawkins, chief marketing, omni and digital officer, Forever 21. “This one-of-a-kind Metaverse Barbie collaboration between Forever 21, Mattel and Virtual Brand Group is at the forefront of bringing physical and virtual products together.”

The Forever 21 x Barbie exclusive capsule is available on the Forever 21 mobile app and at select Forever 21 retail stores, official website and virtually on Roblox.

Fibre2Fashion News Desk (KD)