Blueberry, one of the world’s largest digital fashion houses, has appointed Amy Madison Luo as its new CEO and chief creative director.
Luo’s leadership marks the start of a bold new chapter as Blueberry evolves from a pioneering metaverse brand into a cultural platform shaping the future of self-expression and identity.
An accomplished leader at the intersection of technology, law, and luxury, Luo brings a decade of multidisciplinary experience spanning private equity, entertainment law, and crypto innovation.
She was a foundational legal executive at Coinbase and served as general counsel of USDC, one of the world’s most widely adopted digital currencies, where she helped design the frameworks that would define trust and stability in the digital economy. Most recently, Luo made her fashion debut with the launch of Rose Society Atelier, a couture silk label that premiered at Paris Couture Week, she said in an interview with GamesBeat.
Luo’s arrival signals a big departure for Blueberry, which began its life as House of Blueberry, led by founder Mishi McDuff. The North Carolina-based company was led in later years by COO Katherine Manuel, chief creative director Ashley Hopkins and Emily Eitches, head of growth. But those leaders have moved on, and Luo is leading the changes.
Now, as CEO, Luo will lead Blueberry’s transformation into the most culturally resonant digital fashion house of its generation. Since its founding in 2012, Blueberry has sold over 20 million digital garments across Roblox, Second Life, Zepeto, and Snapchat, building a global community of more than four million players and creators.
Through its new “Dare to Be” brand platform, Blueberry is reaffirming its commitment to empowering a generation to express themselves fearlessly through fashion built natively for digital worlds. Going forward, the company will focus on Roblox and Snapchat.
Under Luo’s leadership, Blueberry will expand its creative and technological reach, building “programmable couture” that moves fluidly across Roblox, Snapchat, Fortnite, and beyond. This next phase will focus on co-creating fashion alongside the community, making style more interactive, adaptive, and shaped together by creators and fans.
“Fashion has always been how we tell the world who we are. What excites me is reimagining that language for the next generation – making it dynamic, intelligent, and alive,” said Luo. “At Blueberry, we’re transforming fashion from a static object into an evolving system of self-expression – one that grows with you, moves with you, and belongs to everyone.”
She added, “The beauty of digital fashion is that it removes every barrier – body type, geography, income, even physics,” Luo continued. “We’re building a world where couture can be earned through play, creativity is social currency, and anyone, anywhere, can step into who they want to be.”
The company has people in New York and elsewhere in the world. All told, there are about 20 people. Luo said the company has runway for 18 months, but it is also reducing its burn rate as it gets more efficient and productive. And she noted she might raise money sometime next year.
Luo’s appointment signals Blueberry’s ambition to not only lead in virtual fashion, but to help shape the future of digital culture, where identity, creativity, and technology come together in new ways
As her first major initiative, Blueberry debuted “The Blueberry Stage” on Roblox, a new arena for culture-defining moments in fashion and music, headlined by global K-pop phenomenon aespa. The landmark collaboration represents a blueprint for how digital stages can become new runways that are immersive, participatory, and borderless. More artist partnerships and designer collaborations are slated for 2026.
Luo’s background and approach to fashion
In private equity, Luo was investing with Steve Cohen at the intersection of cool culture, media, gaming and Web3. But she got an itch to become an operator again, In 2022, she came across Blueberry and she used it as her way to move into gaming.
She was also very interested in fashion and saw the opportunity for digital fashion. She said she led due diligence and Cohen signed off on the term sheet for investing in Blueberry, but Makers Fund “came in and beat us.” In that round, announced in 2023, Blueberry raised $6 million.
But as Luo came in, the company changed its product mix.
“We’re almost a completely different company now in terms of our product mix, our branding, our approach to partnerships, the activations that we’re doing, and more. In the past, it was a creator-led business, she noted.
“Often, when investors come in and you start to scale, you need to change management teams to be more scalable,” Luo said. “That was really why I was brought in. We’re like Blueberry 2.0. And, frankly, we’re still so early in the digital fashion landscape.”
She noted that user-generated content really only came out on Roblox a few years ago, so “we’re just scratching the surface.”
The transformation
She noted the first decade of Blueberry established leadership and enabled a lot of learning.
“The creators have been so fantastic in terms of all the designs, becoming one of the best selling stores on Second Life, dabbling in different platforms. Now we decided to focus on Roblox and Snapchat. And so that’s one change,” Luo said. “Our platform focus is those two platforms as the fastest growing and the largest ecosystems for us to put our attention on. We are looking forward to Fortnite whenever it opens up UGC properly.”
She also hopes that Grand Theft Auto VI, whenever it comes out, will enable UGC as well.
“Blueberry is a digital fashion house. We want to be where players are. We’re much crisper and cleaner in terms of what we stand for,” she said. “When you may have taken a look at us, there wasn’t that level of actively taking the playbooks of what works in real life branding, like how the billion dollar brands in the real world work.”
Blueberry will now be focused more on how those brands do marketing, storytelling, narrative and selling emotion.
“We’re taking a lot of those tried and true skills and playbooks and are applying it to this digital landscape. And what works so well is that we’re able to take that level of professionalism and combine it with the deep insights of 10 years of gaming knowledge of interacting with that audience.”
One of the first things she did upon joining was to take the company through a massive branding exercise.
“Our mission is we’re here to supercharge the unlimited freedom of expression,” she said. “We have a tagline, just like Nike. Just do it. Ours is “Dare to be.”
She said, “We believe that digital landscape offers a very unique and rare opportunity for you to be whoever you want in a judgement-free zone. Any shape you want, any color you want, any size you want, any gender you want. You can be a banana. You can be a person.”
And she added, “One thing that we think is missing right now in a digital gaming landscape, and even social platforms, from Snapchat to Meta, there’s a very limited amount of clothing choices that you can use to freely express yourself. The choices are not there for me to choose from. We don’t have as many choices as we have in the real world.”
Luo noted the team has some of the best artists in the world, some of the best creators, designers, and it takes them over a week to design a single mesh, because they’re focused on all the details, the texturing, the shadowing, the layers.
“We’re really excited to be able to do that at scale. We’re one of the only UGC creators out there that has a full team and is venture backed. This is our mission. We’re putting in deep investment to bring culture to the platform,” Luo said. “We believe that culture can start originating, especially fashion culture, and start originating in-game, instead of just taking what works outside and trying to pour it into a game, which doesn’t work.”
A brand new team
She said the team is authentic and special, and she noted that many members of the team are new.
“The team is very focused on a growth mindset,” Luo said. “When we’re building a rocket ship, we have to make sure that there are people on that rocket ship that want to go to space. They’re hungry to go to space, and often that means they need to have experience going to space. And so that’s the team that we have right now. We’re super excited.”
The company is working on tech to take its designs and spread them across all of the platforms easily, using proprietary tools. The firm expects to expand to UEFN assets on Fortnite. It’s taken time to create the team to be ready for this work.
“We’ve loaded up our meshes. We’ve programmed in all these proprietary tools that nobody has right now, and we’re basically bringing in something like Photoshop and Blender to Roblox,” Luo said. “Within this, players can come in and they can use the meshes that we created and design their own and publish. They can take these assets with them and run around in other games. And so this is, this is like a change in landscape.”
As for Web3, Luo said, “I generally think that the promise of blockchain still stands true. I believed in it 10 years ago. I believe in it now. I think that interoperability will be important one day in the future. I think that going into blockchain right now is way too early. It’s not the right timing.”
There are not enough players who are embracing Web3 yet. Gaming, meanwhile, has actual demand. And Luo believes the company will be able to take its designs and launch them on Roblox in large numbers soon. Players will be able to spend a lot of money on these items to show off in games and remix them as well.
“We have a polo shirt and we can allow these fantastically smart, creative kids to remix the polo shirt. The ability to remix fashion, I think, is really, really cool, and we have the tool set to be able to enable that,” Luo said.
The AI question
Asked about AI’s effect on creation, she said that is a great question. Much of the work is manual, and the company has explored AI creation for 3D clothing.
“There’s no end-to-end solution right now. Do we think that will change? Certainly, in three to five years, maybe even one year, with the pace of technology right now. We are relying a lot on our very talented artists, and we’ve interviewed hundreds and hundreds of artists and agencies around the world, and we have the best. We’re creating at such a high level detail because we care about coming from a fashion-first mindset. It does require the artist’s touch, and even with AI later on, I think that will just help us become more efficient and more optimized. We’re still going to need humans at the end of the day.”
The competition
So Luo decided to leave crypto, which is hot under the Trump administration, to move from “printing money” to digital fashion.
“It’s because the opportunity is so massive, and there is, frankly, no competition,” she said. “When the investors came to me and offered me this role, I had to think about it very hard, because not only was I leaving that industry, but I also had started my own physical fashion company, a year after I presented at Milan Fashion Week. This physical fashion company was taking off.”
She added, “So not only did I step away from crypto, I also stepped away from my own baby temporarily to take on this role. And that’s because the same opportunity that existed three years ago when I tried to invest as an investor still exists now. When you poll any of the Roblox users and ask them, ‘Hey, where can you buy clothes? That really beautiful dress — they have no idea. They can’t name a single brand.”
Luo went to the Roblox Developers Conference back in September. She was surrounded by a number of influencers, each with millions of followers.
“They were telling me how much they love Blueberry, how much they would love to collaborate with us. We’re able to charge a premium on Blueberry, and some users purchase thousands of items from us.”
Boosting the brand
As for boosting the brand, the company built a Blueberry fashion stage on Roblox. It will be used for music collaborations or fashion shows. And she noted the firm will collaborate with the K-pop band aespa.
“We have partnerships coming up. I’m talking to all of the biggest music labels. I’m talking to individual artists. I’m talking to their managers. I’m talking to brands,” she said. “The most common feedback that we get in terms of why people like working with us is that, one, we have a fully stacked team. There are so many talented creators out there, but they’re they’re just individual creators, right? And when you’re dealing with a blue chip company, a blue chip brand, they need someone to talk to for brand collaborations.”
She added, “Two, we make it super easy for them. We reduce a lot of the friction points. We’re not asking for massive upfront costs. We have the ability to also invest in longer-term partnerships. We are very careful in terms of who we partner with because we do want to make sure that there’s brand alignment there. We don’t do white labeling anymore. We want to make sure that every partnership is not only elevating and expanding and enriching our brand partners, but also us, right?”