2023 Digital Expression,


Fashion & beauty Trends

How Gen Z Express Themselves

in Immersive Spaces
The Power of Authentic

Digital Self-Expression

“Last year we embarked on a journey to better understand “Authentic self-expression is often described as a
how communities—especially Gen Z, who are growing up in universal connector for people: when we share who we
the digital world—are expressing themselves in immersive truly are, we make genuine connection possible. As we
spaces. We had been observing the expanding interest in build our platform and products for immersive
avatar customization and digital fashion on the platform communication and connection, ensuring that people
for over a decade, and we had our hypotheses on what have the broadest set of opportunities to authentically
this form of self-expression meant for people. But we were express themselves via their digital identity is front
only scratching the surface of understanding what drives and center for us. We want everyone to be whoever
people when they create their digital look and frequently they want to be, and create avatars—and digital
customize their avatar style, as well as how this impacts fashion—they love. 

the physical world’s trends and behaviors. 

Every so often, there’s a generational shift guiding how

Our 2022 report provided insights that researchers and people connect with one another, and one is
the broader industry, both fashion and tech, found happening right now with immersive 3D simulation and
valuable. We uncovered, for example, that many Gen Z communication. Data from this report shows that
users already feel their avatar style is more important to digital identity and avatar style are playing an
them than their physical look, or that the majority often increasingly impactful role in people’s daily lives.

wear physical clothes inspired by their decked out

avatars. 

Most importantly, our growing creator community

(including the world’s top brands and influencers) is
This year, we are looking deeper into the full spectrum of continuously expanding self-expression opportunities
self-expression through digital identity, avatars, and for people by creating bodies, heads, clothes, and even
fashion—from the psychology behind creating an avatar movements that represent a diverse range of global
look and ‘beauty’ considerations, to the impact of consumer interests. No single company could come up
authentic self-expression on the physical style trends, with this breadth of choices on its own. 

purchasing decisions, and even mental well-being. Now we

are seeing in the data just how much authentic self- As we are opening up creation opportunities to
expression in immersive spaces means to many people— millions, it is clearly changing the game for digital
helping them build confidence and connections, in fashion and expression, and we are excited for these
addition to their style.”
opportunities to continue to grow.”

Christina Wootton Manuel Bronstein

Chief Partnerships Officer
Chief Product Officer

Roblox Roblox

2023 Digital Expression, Fashion & Beauty Trends Report 1

 Last year’s report on digital fashion trends that Parsons collaborated

“
on with Roblox was groundbreaking, and this year’s research on

broader self-expression trends in immersive spaces is no different.

For Gen Z, we learn that there is a symbiotic relationship between

digital and physical fashion. The report shows that users and

designers don’t silo how they think about fashion, but inspiration

from each space influences how they dress and create clothing in

the other. We also learn how important digital fashion is for Gen Z

users’ mental well-being and self-expression. Having the agency to

select their avatar's body, hair color and texture, skin color, make-up,

clothing style and mood to best represent them has a critical role. 


Whether it’s a safe space to play with fashion or carry over their

style from the physical world, digital fashion is critical for Gen Z to

explore, express and expand who they are.”

Ben Barry

PhD Dean, Associate Professor of Equity & Inclusion,

School of Fashion,

The New School’s Parsons School of Design

2023 Digital Expression, Fashion & Beauty Trends Report 2

Key Insights*
Digital self-expression for Gen Z continues to grow in Gen Z consumers are more open to spending on digital
importance. Over half (56%) of Gen Z now say styling fashion. Most Gen Z users are willing to spend on styling
their avatar is more important to them than styling their avatar: 52% say they’re comfortable budgeting up to
themselves in the physical world (vs. 42% answering a $10 each month, another 19% say they’d be willing to
similar question last year). The vast majority also say spend up to $20, while an additional 18% are open to
digital fashion is at least “somewhat important” for them buying up to $50-$100 worth of items every month.
(84%), and think the importance of digital fashion has
grown at least “some” over the past year (85%). Over half The more exclusive the better: The recent launch of
(53%) think it’s grown “a lot. community-created Limiteds on Roblox highlighted
users’ immediate demand for more exclusive items
Expression, creation (and sales) on Roblox are that are limited in quantity. The majority of
growing alongside this trend. In 2023, total avatar community-created Limiteds are resold for more than
updates grew 38% YoY to 165 billion, and people their original cost, and one such single-edition item—
bought nearly 1.6 billion digital fashion items and Monstercat’s Ruby Pendant—was acquired for the
accessories, up 15% YoY. equivalent of approximately $10,000.

Most Gen Z’s physical style is inspired by avatar style. Authenticity drives self-expression in immersive
84% agree that their physical style is at least “somewhat” spaces and positively impacts well-being. When
inspired by what their avatar and other avatars wear, and deciding on their avatar look, Gen Z strive to be unique,
54% say they are “very” or “extremely inspired.” Using this noting the metaverse feels “less judgemental” and
inspiration, Gen Z are expanding their go-to fashion styles prioritizing that their avatar looks good to them (62% say
and wearing bolder fashions, playing with their hair color/ they care a lot about this) vs. others (37% say they care a
style, getting more comfortable wearing gender-fluid lot that their avatar looks good to others). The vast
clothing, and even often trying to look just like their majority (88%) think expressing themselves in immersive
avatars spaces has likely helped them comfortably express
themselves in the physical world, allowing for true self-
Brand recognition matters in the metaverse—and it’s expression and to build connections with others, boosting
likely to impact IRL purchase consideration. 3 in 4 Gen confidence, and bettering mental health in other ways.
Z say wearing digital fashions from a recognized brand is
at least “somewhat” important to them, and 47% of
* Report Methodology - this report includes two complementary sets of data:
survey respondents say it’s “very” or “extremely
important.” Most (84%) also agree that after wearing or Behavioral data collected from the Roblox platform from January 1 through September 30, 2023
trying on a popular brand’s item virtually, they are at least Self-reported survey data collected from 1,545 Gen Z users between the ages of 14 and 26, living in the United States (1027 respondents) and the
“somewhat likely” to consider this brand in the physical United Kingdom (518 respondents). To obtain these responses, Roblox commissioned a nationally representative survey from Qualtrics fielded
world, including 50% who are “very” or “extremely likely” September 27-29, 2023. Included stats represent the full respondent sample given sentiment between the two markets was largely similar. The
sample has been balanced for gender in both markets (using the Census Bureau’s American Community Survey for the U.S. and Office for National
to do so. Statistics in the UK) to reflect the demographic composition of these markets’ population in that age range. Later in the report survey data is
referenced as ‘2023 Roblox Self-Expression Survey’.

2023 Digital Expression, Fashion & Beauty Trends Report 3

Understanding the Impact of Digital
Self-expression on Roblox & Beyond
This year’s report dives deeper into the full spectrum This is the generation that has spent over a decade
of self-expression through digital identity/avatar. dressing up and expressing themselves on the Roblox
Similar to last year’s survey, we turned to Gen Z platform while interacting with their friends. They know
users who are growing up in the digital world and and deeply understand digital identity, fashion trends in
asked over 1,500 people ages 14-26 in the U.S. and the space, and the power of digital self-expression that’s
the UK about general trends and how they express available to them. 

themselves in immersive spaces.

For example, one of last year’s curious findings was

We specifically focused on people who confirmed centered around the overall importance of self-
that they spend time (at least monthly) on platforms expression via digital clothing and accessories—as
like Roblox, knowing these would be some of the compared to dressing up in the physical world.

most metaverse-savvy consumers out there with a

depth of experience to share. 

We learned that for two in five Gen Z respondents,

self-expression in the digital world was already more
To complement the findings, the research also important in 2022 than expressing themselves in the
leverages vast behavioral data from Roblox, where physical world. We intentionally repeated this question
70.2M daily active users spend 2.5 hours, on in our 2023 survey to see if things may have shifted.

average, per day connecting and communicating in And they have.

immersive environments.

Many are Gen Z users, with people ages 17-24

representing our fastest growing demographic “The digital avatar is a boundless reflection of
and 13+ making up 57% of the community.* our true identity.”

Vivian Arellano 

@EvilArtist

Creator on Roblox

*Roblox Q3 2023 data as of three months ended September 30, 2023

2023 Digital Expression, Fashion & Beauty Trends Report 4

Today, digital self-expression is even more important

Over half (56%) of Gen Z respondents say* styling This sentiment is reflected in the growing number of Additionally, when it comes to the full range of digital
their avatar is more important to them than styling digital fashion creators—as well as customer purchases identity creation and self-expression, some members of
themselves in the physical world (as compared to on Roblox.
our Roblox creator community are now, as of 2023, also
42% answering a similar question last year) In the first three quarters of 2023** designing and selling 3D avatar bodies and heads of all
shapes and sizes, as well as items known as Limiteds (for
This is especially true for older Gen Z (ages 22-26), Nearly 1.6 billion digital fashion items and which creators can specify the quantity to control their
where 64% said if they had to choose, then dressing accessories were purchased, as compared to scarcity).

up their avatar would be more important for them approximately 1.4 billion in the same period last
right now year; a 15% year-over-year increase The items are made available via Roblox Marketplace
(previously known as Avatar Shop) to the 14 million users
Additionally, the vast majority (84%) of Gen Z say The number of 2D and 3D digital clothing designers who visit daily to shop, resell, trade their items, and more.
digital fashion is at least “somewhat” important for has grown from 11.5 million to over 13 million year These categories of items were previously mostly created
them, and 85% think the importance of digital over year, with inspiringly equal growth numbers of by Roblox—but are now open to the community to create
fashion has grown at least “some” over the past year. self-identifying male and female creators involved in and further enable authentic self-expression.
Over half (53%) think it’s grown “a lot.” digital fashion creation.

*2023 Roblox Self- E xpression Survey

**Roblox platform data collected from January through September 2023

2023 Digital Expression, Fashion & Beauty Trends Report 5

 Digital fashion is transforming how people

design, style, and share their creations with

“ other people in an increasingly online world.

And Roblox is transforming how digital

fashion gets created and reaches its

consumer, democratizing access to fashion

design and self-expression.

The top designers in the world with shows

during Fashion Weeks will never reach that

sort of distribution. That's what's so

interesting here—the limitless potential and

scale of this space to create and share.

In the past, a fashion publication used to

play that curation role, and I think still does,

but the next generation is going other

places for that influence, that taste-making.”

Karlie Kloss

Supermodel and Entrepreneur

Launched Fashion Klossette [Beta] in March

2023 on Roblox with 25M+ visits to date*

*As of September 30, 2023

2023 D i gi tal Ex pressi on, Fashi on & Beauty Trends Repor t 6

How Avatars Inspire How Avatar Styles Inspired

Physical Style
People’s IRL Looks:

What real-life inspiration do people get from

42% Expanded kind of

fashion styles
they wear

37%
creating and styling their avatars? 

Changed their
In the 2022 survey, 70% of Gen Z said they got hairstyle
physical clothing ideas for themselves from dressing
their avatars, at least “sometimes.” In 2023,* survey

34%
respondents were asked if they were “ever” inspired
to dress a certain way in the physical world based on Wore bolder styles
what their avatar or other avatars are wearing and/or colors

29%
A staggering 84% said their physical selves were
at least “somewhat” inspired by their avatar’s style
This includes over half (54%) who said they were Colored their hair
“very” or “extremely inspired.”

29% Became more open/

Asking how exactly digital fashion impacted their
look in the physical world, 1 in 4 said they “often try comfortable dressing
to look just like” their avatars, although this isn’t more gender-fluid
the top result.

25% Often try to look

like their avatars

Interestingly, the number of Gen Z who said they got

more comfortable dressing in a more gender-fluid
style goes up to 37% for respondents who self-
identified as belonging to the LGBTQ+ community.

*2023 Roblox Self-Expression Survey

2023 Digital Expression, Fashion & Beauty Trends Report 7

Digital Identity: An Array of
Self-Expression Opportunities
Fashion is just one part of a person’s look and digital
representation in immersive spaces. Every user journey “We are on the cusp of an explosion of creativity—in
on Roblox starts with creating an avatar, and this the near future, conversational AI* will enable push-
includes choosing button creation of a custom avatar from a photo or
different images.

A body and head for your avatar, along with skin

color These avatars can then be tailored to people’s liking
to be taller or rendered in anime style. This will
A face and a hairstyle
further expand the range of self-expression
Movements (so-called emotes) like signature dance possibilities for communities around the globe,
moves, and for many users—the ability to express empowering literally anyone to be part of digital
some emotions should they choose an avatar head identity creation.”
with facial animation enabled.
Of course, clothes and accessories, including Manuel Bronstein
fantastical ones like auras and shoulder companions.

Chief Product Officer

Roblox

This year’s report looked at the full spectrum of self-

expression options to see which are prioritized and
trending in our community.

As Roblox is moving towards more expressive avatars

which can closely mimic via camera people’s facial
expressions—and in the future gestures—realistic
emotions will also soon become a part of their self-
expression.

*Roblox Assistant technology previewed at the annual 2023 Roblox Developer Conference

2023 Digital Expression, Fashion & Beauty Trends Report

The Importance of Avatar
Customization for Gen Z
Looking at the first three quarters of 2023, millions of
Roblox users continued to update their avatars on a Most Important Avatar Elements
daily basis with 165 billion total avatar updates (up
38% from 120 billion in the same period last year).*

to Customize Often (Daily/Weekly)

70%
Looking at the frequency of daily active user updates
by gender, an interesting piece of data appears: female-
identifying users and users who didn’t specify their Clothing
gender are more likely to update their look daily than
male-identifying users.

Gen Z respondents said in last year’s survey that their

avatar’s look helps them make a statement without
saying a word, and can reflect their current mood or
67% Hair

52%
the weather in the physical world.

This year, when asked which avatar elements are Accessories

most important for them to customize often, the top
five answers from survey respondents started with

47%
clothing, closely followed by hair.**
*Roblox platform data collected from January through September 2023.

**2023 Roblox Self-Expression Survey

Skin tone

46% Body shape

2023 Digital Expression, Fashion & Beauty Trends Report 9

 My audience is people who are native to

“
Roblox and native to the internet. Roblox

has created a space and a culture that is

hard to define when outside of it, but

inside, my fashion designs thrive.

People are making memories with their

friends on Roblox that rival physical

experiences, and digital fashion—the way

people express themselves and design or

dress their avatars—is a major part of this.”

Sam Jordan

@Builder_Boy

Digital Fashion Designer on Roblox

2023 Digital Expression, Fashion & Beauty Trends Report 10

From Head to Toe, Avatars Enable
Experimentation with Expression

Last year’s survey found that a full range of avatar body The range of avatar body options on Roblox has expanded
shapes and skin colors were important for the vast a lot over the past few years as avatars evolved from “When I do custom avatars, I ask about who they are
majority of Gen Z users. This year, we asked* which two blocky characters and fantastical creatures to include a as people. Roblox is a great platform to truly
primary body/skin options people are most likely to selection of more realistic and natural humanoid avatars.

express yourself—a blank canvas to represent your

experiment with when it comes to customizing their true self, whether it be culture, gender identity or
avatars, and the top responses include Additionally, since Roblox opened up avatar body and head personality. I believe someone’s avatar is a
creation to some of the community creators in August reflection of their true soul, so I try to pack that
42% - Human skin tones close to my own 2023, over 700 different bodies and over 1,000 unique personality into every creation I make.”
36% - Body types close to my own, an heads enhanced by facial animation have already been
created.

Maisy Fifield
29% - Body types somewhat different than mine @RastaMyPasta

(bigger, smaller, more muscular, etc.).

Yes, you can mix and match bodies and heads, and the Creator on Roblox
Roblox Marketplace now includes avatar options
It seems people are looking for at least some previously undreamt of, from stick figures to other
resemblance to their physical selves while customizing creatures and humanoids of all kinds. The community’s
their digital identity. There are, however, those who creativity never ceases to amaze.

prefer to experiment with body types that are non-

human (16%) or represent other genders (15%), as well Even more fascinating is how quickly the community
as human skin tones different from theirs (19%) and warmed to these creations catering to a diverse range of
non-human skin tones (15%). tastes: in less than two months**, users have already
*2023 Roblox Self-Expression Survey

acquired nearly 561 million of these community-created

**Data for August-September 2023 heads and over 383 million bodies.

2023 Digital Expression, Fashion & Beauty Trends Report 11

"Life isn't perfect but your hair can be"*
Similarly, when it comes to hair, faces, and skin colors, the The importance of these customization options is also With the lower cost and ease of expression in immersive Creators are also coming together—e.g., the 20+
majority of Gen Z respondents are looking for a full range mirrored in the Roblox platform data which shows, for spaces people are in a position to have fun changing up community artists who make up the SHOP COLLECTIVE
of options for authentic representation and being example, strong growth in avatar hair supply and their hairstyles more often.

group—to bring timely trending hairstyles along with

whoever they want to be.

demand.

other digital items to the community on a regular basis.

On the creation side, realistic hair design is a complex

When asked* which avatar options help people feel fully In 2023**, Roblox has seen over 139 million total process. For example, even the most carefully designed So far this year, Roblox has seen nearly 44,000 unique
represented in the metaverse, these traits were at least purchases of various hairstyles (up 20% year over hairdos can present movement challenges in immersive hairstyles introduced by the community (up 681% year
“somewhat important” to the vast majority of users year), including over 7.3 million users who bought five 3D environments, requiring new frameworks to preserve over year).*
or more hairstyles.

their shape against the pull of gravity and other external

91% - Hair colors, textures and styles (70% said “very” forces.

or “extremely” important) Some research shows that, for example, women in the
90% - Skin tones (72% said “very” or “extremely” physical world get an urge to change their hairstyle While Roblox researchers are working on tackling these
important) about three times per year on average (and actually do complex issues, it’s exciting to see community members
something about it twice a year). On Roblox, among self- focused on technical excellence and innovation to offer a
90% Representative face attributes like eye colors, identifying female users who have made any hair diversity of hairstyles for users on the platform.
noses, lips (67% said “very” or “extremely” important), purchases in 2023, the average number of purchases
an “The way I see it, creation should be
includes five different hairstyles** (male users
representative. I set out to create authentic black
89% Body sizes like thin, curvy, muscular, tall, short purchased three, and users who didn’t specify gender -
hairstyles for avatars. Its design is technical and
(67% said “very” or “extremely” important). four).

pretty complex, but I knew I could do it with

passion and flare. I even went back to school to
learn the latest methods. I love helping build
things to make everyone feel at home.”

@Lirn
Creator on Roblox

*Popular anonymous quote.

**Roblox platform data collected from January through September 2023.

2023 Digital Expression, Fashion & Beauty Trends Report 12

Avatars Wear Makeup Too
35% of Gen Z say it’s important for them to customize They’re inviting users not only to try on new hair or
their avatar makeup often—daily or weekly (and the makeup, but also to co-create products and packaging
number goes up to 51% for self-identifying female survey designs. To bring these ideas to life, they are actively
respondents).*

engaging community creators and influencers.

On Roblox, many community-created experiences already NARS brought several community creators together to
include beauty and makeup salons where you can replicate some of their makeup artists’ iconic looks via
socialize and create a cool look. And in this year’s survey, a limited-time collaboration in the NARS Sweet Rush
over half (54%)* of Gen Z respondents agree that makeup experience, while Fashion Klossette introduced a first-
helps complement beauty in the metaverse, similar to of-its-kind in-experience styling studio with makeup
how it serves people’s expression in the physical world.

customization.

Perhaps this is why in 2023, creators seemed to have had

more fun than ever with makeup, both on their own and “Whether it be working with a brand to bring
co-creating with brands. For example, Roblox creator their ethos to the digital world or creating a
Jenni Svoboda (@Lovespun) translated her love for lashes custom lash that makes eyes pop, making
into a fun new offering, selling hundreds of thousands of items that help people bring to life their true
lash extensions for avatars.

identity is so inspiring.

Beauty and hair brands are taking notice of just how When you can express yourself fully, there
much attention people pay to their avatar’s look, and are are no limits, and I love being able to play a
finding ways to connect with their fans in immersive part in making that happen for people."
spaces. The splash of beauty brands on the platform this
year includes the likes of Fenty Beauty, Givenchy Beauty, Jenni Svoboda
Maybelline, NARS Sweet Rush, NYX, and L’Oreal, among @Lovespun

others—reinvesting in existing experiences or launching Creator on Roblox

new community collaborations and immersive spaces.
*2023 Roblox Self-Expression Survey

2023 Digital Expression, Fashion & Beauty Trends Report 13

The Rise of Emotes,Auras, and Other
Innovative Self-Expression Ways
86% of Gen Z we surveyed said the ability for their avatar to
express emotions is at least “somewhat important” to them to feel
fully represented in the metaverse.

Users and creators are also leveraging innovative Consider the emotes from K-Pop band TWICE that
methods of self-expression, from signature avatar represent their iconic choreography, displayed in a
movements (emotes) to fantastical auras wrapping shopping window of the TWICE Square experience

around avatar shoulders. In Paris Hilton’s Slivingland launched in March 2023.

you can choose an aura to express your vibe in the

moment. Now if only we could wear those IRL...

To date, these TWICE emotes have been acquired

over 3.1 million times, and one emote in particular
Users and brands are also taking great interest in —TWICE The Feels—went viral with 1.8 million
emotes on Roblox. In 2023,* 9.8 million users bought users now showing off the move both on and off
emotes (up 64% year over year), and brands like Roblox. Similarly, Elton John’s Heart Skip emote,
Tommy Hilfiger introduced some emotes of their own, launched around his ‘Beyond the Yellow Brick
in addition to dropping digital fashion items throughout Road’ concert experience, was acquired over 1.5
the year.

million times in 2023.*

The fun Tommy Archer and Tommy K-Pop Mic Drop

emotes created in collaboration with community “We are a fashion brand, and you wouldn’t
creator @Lovespun were in broad demand—especially typically think of emotes for Tommy Hilfiger, but
the Archer emote, which is now part of 160,000+ users’ it’s been fascinating to see the community's
personal collections of virtual moves.

excitement around these offerings on Roblox.”

At the moment, there are not as many emotes available Jemma Ware
to users on the platform, which likely also drives strong Sr. Director of Digital Fashion & Innovation

interest in unique new offerings, especially those tied Tommy Hilfiger

to fandom.

*Roblox platform data collected from January through September 2023

*Roblox platform data collected from January through September 2023.

2023 Digital Expression, Fashion & Beauty Trends Report 14
Avatars Enable People to Embrace Their Uniqueness
The way human psychology and social perception According to the 2023 survey*
typically work is: people make judgements based on
visual information wherever it’s available. Which is why Gen Z care more that their avatar looks good to
science says looks matter, at least somewhat, when them vs. others: 62% said they care “a lot” that
people interact with one another. 

their avatar looks good to them, as compared to

37% who care “a lot” that it looks good to others
This report explores what motivates expression in Gen Z also care equally as much about their avatar
immersive spaces where people connect and being unique (30%) as they care about it being
communicate as avatars. When Gen Z users create attractive/good looking (31%) when deciding on
avatars to later socialize with people in various 3D their look
settings, are they creating authentic looks they like?
What prompts them to compliment another avatar? 2X more respondents believe they are judged less
And if people are able to more authentically express on their looks in the metaverse (36%) than in the
themselves in immersive spaces, how does it help fuel physical world (18%)
their confidence or support mental well-being? 2.2X more respondents say expressing themselves
in immersive spaces via their avatar feels better
(“more me”) (36%) than expressing themselves in
2D social media, posting IRL photos (16%).
“Fashion is a critical way for people to express and
explore their identity, but sometimes it can be *2023 Roblox Self-Expression Survey
difficult in the physical world because of various
barriers, stigma and stereotypes. Not that the
digital world is completely free of any challenges,
but it often provides a space for users and
wearers to play with their identities, a place
where they feel safer to be the most authentic
versions of who they are. Similarly, fashion
designers aren’t as restricted here by
conventions of the physical realm and can
experiment and play more with form, design, etc.”

Ben Barry
Ph.D. Dean & Associate Prof. of Equity & inclusion, 

School of Fashion

The New School’s Parsons School of Design

2023 Digital Expression, Fashion & Beauty Trends Report 15

Authenticity IS Beauty in the Metaverse

While many respondents feel beauty in the metaverse

looks at least “somewhat similar” to the expressions of What drives Gen Z users to
it we see in the physical world, over a quarter (28%)
said the parameters differed, crediting more
compliment someone else’s avatar?
breadth of expression in immersive spaces to more
“freedom,” “creative options,” “different trends,” and

50%
ability to “be whoever we want.” Additionally, survey
A unique look that
respondents said
stands out from others
“In the metaverse most people make their avatar
unique and different. In the real world there is an

42%
expected standard of beauty.
A trendy outfit
“There are more [avatar] parts that can be
manipulated… whereas in the physical world things
are mostly out of our control.”

“You can look funny and unique,” and “nobody really

cares how insane you look, it’s part of the appeal.”

“It’s a different vibe,” and “people are there just to

35% A silly or funny look

have fun.”

35%
A look that’s
“It’s less judgemental,” and “price of clothes is less classically beautiful/
of an issue.”

handsome

The same sentiment shows in other survey data

32%
where the #1 response to the question of “What A look that feels
drives you to compliment someone else’s avatar?” is like a fantasy
“a unique look that stands out from others.”

This data* speaks to expanded self-expression

opportunities and acceptance of individuality that
people find in immersive spaces where the drive is to
be unique and reflect yourself in an authentic way.

*2023 Roblox Self-Expression Survey

2023 Digital Expression, Fashion & Beauty Trends Report 16

Trends Spotted on Avatars in 2023
Gen Z respondents said last year that IRL trends So which of those trends that people saw on social media
and physical fashion they love impacts what they and on people around them, both in the physical world W h i u s o
at Attr b te Pe ple Pay Atte n ion o t t
wear on their avatars in immersive spaces.

and in immersive spaces, made it onto the platform?

Looking at some of the popular tags for items created W h n
e i ing i n
Dec d f a Avatar is oo oo ing
‘C l-L k ’

In this year’s survey* we asked where exactly they and sold in the Roblox Marketplace in 2023,** here are

2
get the inspiration and the top three answers are just a few examples of trends visible on the platform

43% - Trends I see on social media #Mermaid-tagged offerings reflecting the popular
St is yl h

38% - What my friends and other people are 2023 #Mermaidcore trend grew both in creation (up 5 % di ita g l cl ot es h

61%) and paid purchases (up 182% year over year

0
wearing IRL, an
35% - What my friends and other people are #Y2K-tagged items’ creation was up 110% year over
wearing in virtual spaces.

year

U ni e qu

5 %
Additionally the same number ofrespondents said The survey* also asked which popular IRL fashion trends
they were equally inspired by: Gen Z spotted in the metaverse in 2023. The top five
named were:
28% - IRL celebrities/influencers
Avatar air h

Y2K (46% 48%

28% - Metaverse celebrities/influencers, an
Pink (40%)
28% - Brand ads, items, or images they see in
the metaverse. Neutral colors/Beige (39%) St is yl h

Cargo pants (37% 46% di ita a essories g l cc

Sheer dresses/skirts/shirts (35%)

3
“Y2K nostalgia fashion styles are flooding social feeds,
runways, fashion magazines, and specifically, Roblox. *2023 Roblox Self- xpression Surve
E y

Gen Z has revived the trend across the platform, **Roblox platform data collected from anuary through September 2023.
J

Avatar od s ape si e
b y h / z

sporting vintage sportswear, crop tops, colorful 7%

sunglasses, wide-leg jeans, and baguette bags.

It’s been a trend on social media for over a year now

and users seem to enjoy it just as much, or even
more than they did when it first started about a year
ago.”

Rush Bogin @Rush_X

Creator on Roblox

2023 igital xpression, ashion

D E F & Beauty Trends Report 1 7
“ I love that Y2K is back! I’m the
Queen of Y2K fashion and pop
culture, so, of course, I had to
bring these trending styles into
Roblox within my Slivingland
world.

I had so much fun designing UGC*

items for and with the community,
like my iconic diamond choker
and 2000s flip phone accessory
that are part of my distinctive
style. It’s so cool that avatars are
wearing these items for millions of
hours across Roblox.”
Paris Hilton
Entrepreneur, Activist and Influencer
**UGC stands for user-generated content on the platform,
including community-created digital fashion items
o rk

W n
i ess
r
r og
p

2023 Digital Expression, Fashion & Beauty Trends Report 18

What Brands Need to Know What People Want to See Most From
About Metaverse Fashion Fashion Brands in the Metaverse

The Roblox platform has seen over 200 brand activations*

to date, with brands finding success while co-creating
with the community, getting inspired by unique avatar
The demand for branded items on the platform
also includes community creators building their
own recognized brands.

43% “Twinning” items that I

can wear both on my
physical/avatar self

37%
styles and even using platform trends to inform their
physical product plans.

For example, the new CHRUSH streetwear brand Physical items trending
focused on limited-edition items was built by online (and brought to
However, the full impact of brands’ digital items and well-known creators @Rush_X and @Bunnexh the metaverse)

36%
experiences tied to self-expression in the physical world who, within a few weeks of launch, garnered
(and vice versa) is yet to be fully understood.

tens of thousands of followers across Roblox Rare, digital-only items

and traditional social media.

that don’t yet exist in

For example, if a cool avatar look is associated with having
stylish digital clothing, how important is it that it comes More importantly, once people wear or try a
the physical world

30%
from a recognized brand—be it a popular metaverse brand in virtual spaces, they are more likely to
fashion designer or a well-known IRL brand?

consider it in the physical world.

Big recognizable branding,

For 3 in 4 respondents it’s at least “somewhat” important 84% of Gen Z said they’re at least “somewhat
patterns, and logos
that their digital fashion is from a recognized brand, while likely” to consider a brand in the physical

30%
nearly half (47%) of Gen Z respondents said it’s “very” or world once they try on or wear its item on
“extremely” important.** their avatars virtually, including 50% who are Collabs with native
“very” or “extremely” likely to do so.** community creators
“When DRESSX came to me about the Roblox
collab, I was literally obsessed with iridescent
things and thought if we could create a super
cute iridescent pink jacket, that would be amazing.

“Digital me looks very much like physical me, including

the same love for high heels and the same blonde
Now that the collection is live, I can wear it every hair. I even wore the same Halloween costumes on
single day, all my characters can wear it, and now Roblox as I did in real life!”
all my fans can wear it too.”
Lana Rae
McKenzie Turner Video Creator
Video Creator

2023 Digital Expression, Fashion & Beauty Trends Report 19

Immersive Shopping Is Social

Most Gen Z are willing to spend on avatar

customization and digital fashion each month— “Ever since launch, Limiteds have been
with about half (52%) saying in the survey* they are trending on the platform. I’ve seen prices
comfortable with budgeting at least some money skyrocket for our CHRUSH brand!

every month (under $10). Another 19% say they are

willing to spend up to $20, and an additional 18%—up Our top selling item is reselling for 5K
to $50-$100.

Robux (a 1,600% increase from the original

price) while even the free items are selling
Gen Z will often do so with some advice from friends: for about 70 Robux. Usually, I price my own
nearly half (49%) of respondents say they prefer to accessories at 50 Robux!”
shop with friends in the metaverse vs. on their own.

Rush Bogin @Rush_X

This trend can be seen within experiences that offer Creator on Roblox
social shopping like Catalog Avatar Creator by
@ItsMuneeeb. With a whopping 1.5 billion+ visits**, it
offers a way to browse through an ever-growing
collection of over 9 million community-created outfits
together with friends and other community members,
try items on for free, and save any avatars created in
the process within the experience.
*2023 Roblox Self-Expression Survey

**As of September 30, 2023

2023 Digital Expression, Fashion & Beauty Trends Report 20

Consumers Seek Exclusivity:
Limited-Edition Wares
In 2023, Roblox launched the ability for its community, In the recently updated Gucci Ancora experience,
including brands, to offer free or paid Limiteds in the people (or rather their avatars) were lining up to solve
Roblox Marketplace and earn from resales of those puzzles and earn three limited-edition items—the Gucci
more exclusive items (previously, only Roblox could Ancora Ice Cream Cone, Hat, and Hair items—within the
publish such items on behalf of creators). 

brand’s new immersive neighborhood where art and

fashion come together.
This concept of scarcity mirrors the physical world,
where consumers appreciate things of special value Gucci Ancora Ice Cream Cone (30,000 items) ran
and are willing to pay more to own them.

out within eight hours of users solving the

challenges
Since launch, the majority of community-created Gucci Ancora Hat (20,000 items) sold out within
Limiteds are resold for more than their original cost, approximately four hours
and many items get acquired very quickly.
Gucci Ancora Hair (10,000 items) disappeared into
people’s virtual closets in just under one hour.

Time will certainly tell how sought after these initially

earned items will be, and meanwhile, community
members on Roblox can be seen sporting these
coveted items on their avatars.

2023 Digital Expression, Fashion & Beauty Trends Report 21

It’s not just fashion brands that experiment with
All six necklaces were gone within minutes, selling for
digital fashion and accessories. Monstercat is a the Robux equivalent of approximately $750-10,000 “We understand that the new generation of
leading electronic music label that launched multiple each consumers cares just as deeply about their
community collaborations on Limiteds.

online appearance as their physical one.

The Ruby Pendant was acquired for 1,000,001

As the first label to license its electronic music catalog Robux in under 10 minutes—the equivalent of With that, we are committed to Monstercat
for use in community-created experiences on Roblox, approximately $10,000, representing the highest being at the forefront of releasing quality
the brand has been enjoying positive community initial Limited sale to date digital items for their avatars through
feedback and support, including fan votes to decide innovative engagement levers.”
The Topaz Pendant sold in less than a minute for
on various production aspects, such as quantity, that
135,000 Robux or the equivalent of approximately
help Monstercat generate pre-release buzz for items.

$1,350. 

Gavin Johnson
Director of Sync & Partnerships

In September 2023, Monstercat released six limited- Monstercat

In addition to appreciation for a beloved brand,
edition necklaces with only one copy of each
there’s clearly consumer interest tied to exclusivity
available for sale—a concept and design developed
and the right to own and wear unique items.
in collaboration with community creator @WhoseTrade.
Monstercat also continues to drop weekly Limiteds,
some in collaboration with other respected UGC
Creators such as @Yourius & @Junozy.

2023 Digital Expression, Fashion & Beauty Trends Report 22

Physical to Digital & Back
Creators and brands have also further explored the
crossover between physical and digital, quickly “In the first Parsons x Roblox course we launched last
bringing runway items straight to consumers on year, our students learned new digital tools and
Roblox (e.g., looks from the Carolina Herrera’s Resort explored new career pathways created by Roblox, a
2024 collection showed up in Karlie Kloss’ Fashion massive metaverse-like platform with an extremely
successful UGC (user-generated content) marketplace.

Klossette) and recreating runways from Paris Fashion

Week (L’Oreal’s in Livetopia) and Milan Fashion Week The newfound skills and our media presence
(Gucci Ancora) for people to explore and enjoy.

definitely attract new job opportunities with digital

fashion and other brands to our students.”
At the same time, more and more physical items are
inspired by metaverse creations or communities: Kyle Li
Assistant Professor of Communication
Carolina Herrera’s Good Girl Blush perfume Design and Technology

bottle design was voted on by the community in Parsons School of Design

collaboration with Karlie Kloss’ Fashion Klossette on
Roblox
Fenty Beauty’s next Gloss Bomb was co-created
in the metaverse together with Roblox users who
cast over a million votes for community-created
Gloss Bomb designs within the Fenty Beauty+Skin
limited-time experience.
Parsons students’ digital looks became one-of-a-
kind physical garments. As students graduated
from their first Roblox course on metaverse
fashion presenting a digital collection first, two of
their looks were recreated IRL by Myami studio and
showcased during the 2023 Roblox Developer
Conference.

2023 Digital Expression, Fashion & Beauty Trends Report 23

Five-Year Predictions From the
2023 Roblox Developers Conference

“ A top fashion designer will be

discovered on Roblox, without having
any experience in physical fashion.”

“ Some Roblox creators will make more

money from selling physical merchandise
on Roblox than virtual merchandise.”
David Baszucki
Founder and CEO

Roblox

2023 Digital Expression, Fashion & Beauty Trends Report 24

Digital Self-Expression

Can Support Mental Well-Being

Speaking to the generation that grew up in digital
spaces, they certainly feel very comfortable in these How People Feel When Customizing
environments. In fact, the vast majority of Gen Z
respondents (88%) say* that expressing themselves in
Their Digital Identity & Avatars o
W n
rk

i ess
immersive spaces has likely helped them comfortably o gr

49%
express themselves in the physical world, too.

pr

In addition, 40% of Gen Z in our survey say they find CREATIVE

it easier to present their authentic selves in the
metaverse than in the physical world. They also feel

45%
they receive impactful benefits, saying digital self-
expression: HAPPY
Helps build connections with others (29%)

42%
Is good for mental health in other ways (25%
>STYLISH

Boosts confidence (24%

Allows to express true self (21%) >UNIQUE

38% CONFIDENT

37% COOL

*2023 Roblox Self-Expression Survey 2023 Digital Expression, Fashion & Beauty Trends Report 25
 As someone who’s had a whirlwind of a year

“ searching for my own body positivity, I’ve

been finding ways to confidently style and
explore the avatar characters that I create
while my real-world healthy habits grow.

Expressing myself through an avatar that I

love has had a positive impact on how I
express myself in the physical world—I'm able
to quickly create outfits without having to
buy anything that I haven't tried digitally first.

As this year comes to a close, my aspiration

is to witness the progress (and be part of
that progress!) in more body-inclusive
selections on Roblox’s bundles marketplace,
which debuted earlier this year.”

Vivian Arellano @EvilArtist

Creator on Roblox

2023 Digital Expression, Fashion & Beauty Trends Report 26

In

Conclusion

“Immersive spaces are fascinating to study and “Looking into the future, people will have more and We will continue to improve upon the Layered Clothing
observe as the future of communication, connection, more opportunities to express themselves creatively technology we launched in 2022, allowing even more
and self-expression unfolds right in front of our eyes.

and authentically in digital spaces, as avatars and precise layering and creation of inclusive digital fashion
clothing become more expressive and realistic.

that fits any avatar body type.

While Roblox continues to iterate on its platform for

communication and connection, as well as the Today, avatar creation can take an experienced creator We saw close to 20,000 items of 3D fashion designed
technologies to further enable creation and creativity days to complete, or even up to a week. But recently, with Layered Clothing and sold in the first three
in these spaces, there’s still a lot more to understand we showed just how easy it will be to create a fully- quarters of 2023, and we hear from designers that this
about how people utilize them to enhance their lives.

personalized avatar in just minutes with new generative technology has vastly expanded what they’re able to
AI tools.

create.

We are excited to continue our research in this space,

and we believe brands and industry experts alike will The ability to express emotion through avatars will also Our researchers are also taking things a step further,
find these latest insights eye-opening for responding be expanded soon, going beyond facial expressions to exploring novel approaches, for example, to efficiently
to changing consumer needs.” hand gestures and upper body movements, with new capture fine wrinkling details when simulating complex
machine learning techniques enabling more realistic materials like thick leather garments, and opening the
Christina Wootton avatar movement.

door for even more realistic materials and clothing in the

Chief Partnerships Officer
future.

Roblox
In the near future, a person’s avatar could mirror their
exact facial expressions, right down to the same blink We’re so excited to see what people will create when
rate. All of these elements of realism are as essential empowered with so many new capabilities in the future!”
for emotional connections in these immersive
experiences, as they are in the physical world.

Manuel Bronstein
Chief Product Officer

Roblox

2023 Digital Expression, Fashion & Beauty Trends Report 27

Thank You to the ‘2023 Digital Expression,
Fashion & Beauty Trends’ Report Contributors:
REPORTING
QUOTE FEATURED ITEMS FROM
REPORT DESIGN AND 3D ARTWORK
AND ANALYSI CREATORS/BRANDS ON ROBLOX - ROBLOX CREATIVE STUDIO:

Vivian Arellano 

Christina Wootton 
 @EvilArtist 
 Geoff Kim

Irina Efremova 
 Akusesa UGC 
 Nut 
 Tropika Fashion 

Chief Partnerships Officer
 Creator on Roblo Art Directo
Sr. Director of Communications

Roblox
@Aku_HolderAccount @Nutest @TaeSchnee
Roblo
Azaph3D 
 PARSONS SCHOOL OF DESIGN
 Rush X 
 Peter Herbert Barnaba

Manuel Bronstein 
 Rush Bogin
 Brand Designe
Katie Jaros
 @Rush_X
 @Azaph3D @ParsonsTNS @Rush_X
Chief Product Officer 

Consumer Communications Lead
 Creator on Roblo Builder_Boy 
 Prince Accessories 
 Valkenheim UGC 
 Patrick Starr

Roblo Roblo
UGC Fashion House 
 @PrinceCorprblx @Valkenheim Senior Motion Designe
Karlie Kloss 
 Samuel Jordan

Lauren Cheatham 
 @BuilderBoy 
 @Builder_Boy Protopoly 
 WhoToTrus 
 Matt Dupree

Supermodel & Entrepreneur
Principal Quantitative Researcher
 Creator on Roblo Bunnexh 
 @Protopoly @WhoToTrus Brand Write
Roblo Paris Hilton 
 @bunnexh PureSweetener 
 Ivan Djayaputra 

Entrepreneur, 
 Maisy Fifield 

Ben Wheeler 

Activist & Influence @RastaMyPasta
 Debizinha 
 @PureSweetener Creative Directo
Business Ops
 Creator on Roblo @yDebbi Rage: 3D Avatars & Clothing 
 Sue Anderson

Roblo Ben Barry

@Lirn 
 DRESSX 
 @Soulskor VP, Creative

Jason Cheung
 PhD, Dean & Associate Professor
 @dressxcom
Equity & Inclusion, School of Fashion 
 Creator on Roblo ReddieTheTeddy 

Partner Insights & Ops
 EltonJohn 
 @ReddieTheTeddy
Roblox The New School's Parsons School of Design Lana Rae 

@EltonJohn
Video Creato Strawbawie 

Kyle Li
 Main Apparel 
 @heartsteelbiggestfan
Assistant Professor of Communication
Jenni Svoboda
 @MainGag
@Lovespun
 The Berry Fields 

Design & Technology 

Creator on Roblo Monstercat x 
 @FrostyCherries
Parsons School of Desig @WhoseTrade
McKenzie Turner 
 Tiger 

Jemma Ware
 Video Creato M4RC 
 @Rorien
Sr. Director of Digital Fashion & Innovation 
 @M4RC Tommy Hilfiger 

Tommy Hilfige Samantha Spielman 

Sr. Communications Manager 
 @tommyhilfiger
Gavin Johnson 
 Roblox (Creator Quote Sourcing)
Director of Sync & Partnerships

Monstercat

2023 Digital Expression, Fashion & Beauty Trends Report 28