In 2019, celeb-favourite label @DundasWorld dressed model and Instagram star #EmRata in a custom headpiece for the #MetGala. In December, #Dundas created a #Roblox version of the piece in collaboration with the digital fashion platform @DressX. Still available today the digital piece sold more than a thousand units in the first month, promoted largely by word of mouth and social media. An emerging, common strategy among brands such as Tommy Hilfiger, Carolina Herrera and Gucci is that celebrity partners attract visitors and, often, purchases of in-game apparel and accessories. Tap the link in our bio as @MaghanMcd reports on the power of celebrity.