Supersocial and supermodel Heidi Klum launch Modelverse on Roblox

Supermodel Heidi Klum and Supersocial, a maker of Roblox games, announced the launch of Modelverse on the popular Roblox platform.

Modelverse is a fashion experience on Roblox that is opening the door for digital self-expression for its target audience of fashion fans. The game has an interesting genesis with the notion of body positivity.

Klum watched her daughter Lou spend time on Roblox, and she enjoyed seeing the daughter’s joy of creative self-expression. But Klum noticed some of the fashion games her daughter played lacked body positivity. In creating Modelverse, Klum wanted to allow people to bring any avatar into the game to ensure diversity is represented.

Within the game, players receive exclusive invites to model at events inspired by the world’s most coveted gatherings, such as Heidi’s famous Halloween party, exclusive award shows, and high-fashion events. From there, users can style their avatar to compete for the best look on the virtual catwalk judged by Heidi and members of the Roblox community across the globe.

“When building this world, I wanted to make sure that the players get the chance to be unconfined- they can play as their established Roblox avatar, or design a new avatar that looks like themselves… or step out of the box and walk the runway as a hot dog, a worm or something else they create,” said Klum, in a statement.

Data shows that 56% of Gen Z users on Roblox say creating a look for their avatar is more important for them than their physical style. Supersocial’s ability to track trends and bring them to life as engaging virtual world experiences is helping top brands across beauty, fashion, and beyond create spaces on Roblox that excite new and existing users alike.

Modelverse caters to this combined mega audience of 79.5 million daily active users on Roblox, allowing them to utilize their inventory alongside the entire Marketplace catalog to generate unique looks. Roblox’s vision to introduce commerce to the platform in the future sets the groundwork for experiences like Modelverse to expand beyond virtual fashion and eventually bring virtual creations and wearables into the physical world.

“We are thrilled to be collaborating with powerhouse Heidi Klum to create a brand new kind of immersive experience in the metaverse where users can authentically express themselves,” said Yon Raz-Fridman, CEO of Supersocial, in a statement. “Bringing together the best parts of Roblox gameplay with Heidi’s fashion and beauty expertise allows us to tap into the growing trend of people looking for new ways to show their creativity in virtual worlds.”

“As our global Roblox community continues to play a role in shaping today’s digital culture, style and fashion, we know it values opportunities and spaces for self-expression,” said Winnie Burke, head of fashion & retail partnerships at Roblox, in a statement. “We’re excited to see Heidi bring her vision to Roblox with her experience that further enables and celebrates creativity and expression on the platform.”

Supermodel, producer, and Emmy-winning television personality, Heidi Klum is one of the most iconic fashion personalities of the last 25 years.

Supersocial has 50 employees and it has raised $7.75 million to date. It is based on New Albany, Ohio.