Blueberry, the pioneering digital fashion house, today announced the launch of The Blueberry Stage on Roblox, as a new home for culture-defining fashion and music moments in the metaverse. The stage will debut with Blueberry’s latest collection this week, and will feature a live show starring global K-pop phenomenon, aespa, on September 12, providing fans everywhere with direct access to new digital couture and unmissable, immersive experiences.
Bringing together MYs from every corner of the globe, The Blueberry Stage will create an open space for fans to chat, connect, and celebrate their love of music and style alongside their favorite group. The aespa experience will be open for two weeks, allowing players to grab a virtual front-row seat to see aespa in brand-new, custom Blueberry digital couture.
The Blueberry collection will feature four exclusive digital looks, inspired by aespa’s new mini-album Rich Man, each designed to reflect the group’s ongoing focus on their boundary-defying journey from real-life idols to avatars in a limitless virtual world. aespa has a special surprise in store after the show. Fans can journey through a portal to the Blueberry-branded kiosk and immediately shop the Blueberry aespa collection as well as an expansive new K-Pop-inspired line. Additional colorways will launch on September 19 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 landmark collaboration is 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. 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. By designing both aespa’s virtual looks and the interactive environment they live in, Blueberry is creating more than just outfits – it’s building a dynamic space for fans to hang out, express themselves, and be part of something bigger. This is what the future of fashion looks like: moving beyond traditional runways to create genuine authentic community experiences.”
– Kate Young, celebrity stylist & senior Blueberry advisor
“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,” said Jessica Meehan, Music Partnerships Lead, Roblox.