September 12, 2025 – New York, NY – Digital fashion innovator Blueberry has unveiled The Blueberry Stage on Roblox, a new virtual space designed to bring fashion, music, and community together in the metaverse. The platform makes its debut with the release of Blueberry’s latest collection and a headline performance from K-pop trailblazers aespa, giving fans across the globe front-row access to a one-of-a-kind immersive show.
Unlike traditional launches, The Blueberry Stage is designed as a hub for interaction. For two weeks, aespa’s fandom—known as MYs—can step into a shared virtual arena, chat with one another, and experience the group in custom Blueberry digital couture crafted exclusively for the event.
The collection introduces four standout digital looks inspired by aespa’s new mini-album Rich Man. Each design underscores the group’s ongoing exploration of duality—bridging their real-world presence with their futuristic avatar personas. After the show, fans can access a Blueberry-branded portal to shop the aespa capsule collection, alongside an extended K-pop-inspired line, with additional colorways dropping on September 19.
For Blueberry, this marks the beginning of a larger vision: positioning Roblox as a global destination where music and fashion collide in fresh, immersive formats. More collaborations with high-profile artists and designers are already in the pipeline.
“K-pop has a unique way of blending sound, style, and community, and aespa embodies that synergy,” said Kate Young, celebrity stylist and senior advisor to Blueberry. “By creating both the group’s digital looks and the interactive world they perform in, Blueberry is moving beyond clothing to build a dynamic cultural space. It’s not just about fashion—it’s about belonging and shared experience. That’s the future of this industry.”
Jessica Meehan, Music Partnerships Lead at Roblox, added: “Roblox thrives as a place where creativity and connection come alive. The Blueberry Fashion Stage is a bold step forward, bringing music and fashion into one seamless experience for our community.”
For more information on The Blueberry Fashion stage, click here. To learn more about aespa’s new album “Rich Man,” click here.
About Blueberry
Blueberry is one of the world’s leading digital fashion houses, creating bold, expressive, and emotionally resonant fashion for avatars across platforms, including Roblox and Snapchat. With over 20 million assets sold, Blueberry has become a pioneering force in digital couture—where creativity, technology, and culture converge. Guided by its Dare to Be brand platform, the house designs premium, platform-native collections that champion individuality, freedom of expression, and artistic collaboration across virtual worlds. Led by creativity and rooted in cultural relevance, Blueberry is redefining what it means to experience fashion in the digital age.
For more, please visit www.houseofblueberry.com.
