Blueberry Launches Roblox Fashion Stage, headlined by K-Pop sensation aespa

Blueberry, the digital fashion house, is launching The Blueberry Stage on Roblox. Looking to establish itself as a new home for culture-defining fashion and music moments in the metaverse, the stage debuts with Blueberry’s latest collection on September 12th. The event features a live show starring K-pop phenomenon, aespa, providing fans with direct access to new digital couture and immersive experiences.

Bringing together MYs from every corner of the globe, The Blueberry Stage is set to create an open space for fans. Here they can chat, connect, and celebrate their love of music and style alongside their favourite group. The aespa experience remains open for two weeks.

The Blueberry collection features four digital looks, inspired by aespa’s new mini-album ‘Rich Man.’ Fans can also discover a post-show surprise, journey through a portal to the Blueberry-branded kiosk and shop the Blueberry aespa collection as an expansive new K-pop-inspired line. Additional colourways will launch on September 19th in the Blueberry store.

As a premier fashion brand on Roblox, Blueberry is creating a space for artists, fans, and fashion to integrate in new and immersive ways. This collaboration is said to be just the beginning for The Blueberry Stage, with more world-class artists and designer partnerships to follow, bringing the next era of music and fashion straight into the virtual world.

“K-pop has this incredible ability to fuse music, fashion, and community, and aespa embodies that spirit with fearless style that deeply resonates with fans.” says Kate Young, celebrity stylist and senior Blueberry advisor. She adds: “Blueberry’s Fashion Stage taps into that same energy, giving aespa and their community a place to connect in real time while experimenting with fashion and self-expression.”

Jessica Meehan, Music Partnerships Lead, Roblox, added: “Roblox is a destination for creativity and connection, and The Blueberry Fashion Stage is a bold new way to bring music and fashion together for our community. We can’t wait to see how our users engage with it.”