VLGE is making it easier to world build and shop on Roblox

Early in Evelyn Mora’s career, she realized that fashion designers, despite their often deep focus on sustainability, were unable to organize large-scale eco-friendly fashion shows.

In 2021, it launched VLGE, an immersive world-building gaming platform that specializes in working with brands. It allows brands to build their own worlds, fill them with interactive content and games, and export said worlds to other platforms like Roblox. The product revolutionizes what shopping can be in the future – a world where brands can create interactive worlds to connect with Generation Z instead of hosting fashion shows and photo campaigns.

VLGE has worked with names such as Lancome, Charlotte Tilbury and Vogue Scandinavia, and has raised a total of $5 million in capital from investors such as Lammont J. du Pont of the du Pont family, the L’Oreal Group and the British Fashion Council.

It made headlines for launching the world’s first 3D, game-filled fashion week. On Thursday, she announced plans to take things a step further. She said 50 fashion brands will launch their shoppable universes at World Fashion Week, all powered by VLGE. Global Fashion Week is an initiative of VLGE and is meant to serve as a bridge for creators to launch shoppable games on other platforms, such as Roblox.

This is the brand’s first large-scale activation, demonstrating how the platform can allow users to build across browsers and, first, on Roblox, in real time, Mora said. She said she decided to focus on making Roblox easier for brands to use because of the market potential. VLGE is also compatible with Unreal Engine and works towards compatibility with Meta Horizon World.

“This is important because Roblox has become the most powerful front for young people in the fashion world, however, building the world there has been expensive, technical, and complex so far,” Mora told TechCrunch. “We make it instant, affordable, scalable and interoperable, bridging the gap between e-commerce, gaming and cultural creativity.”

In other words, anyone who relies on VLGE can launch Roblox right away, without having to know Roblox’s coding language or have any substantive background in technology at all. “They also don’t need to pay tens of thousands and wait months to launch.” (It can cost $10,000-$100,000 for a brand to pay an agency to build a world for them on Roblox.)

VLGE offers four payment levels: Freemium, and three paid levels for creators, small businesses, and enterprises, respectively.

Mora is banking on game-based commerce becoming the next frontier in fashion, and said VLGE plans to launch an online store, an electronic retail store, that will sell physical items from emerging brands, as well as 3D assets that can be exported to Roblox. The technology showcases how the fashion world is trying to capitalize on the growing importance of games and immersive worlds when it comes to connecting with the next generation.

“This moment is not just about fashion, it is about the infrastructure that will support the next generation of commerce for the new generation,” Mora said.