Virtual fashion is coming to the Amazon marketplace.
Today, April 16, avatar fashion company DressX announced a partnership with Amazon intended to bridge the gap between online commerce and gameplay inside Fashion Rivals, DressX’s Meta Horizon experience. Users will be able to purchase DressX virtual garments on Amazon’s online store, then unlock and wear them directly inside the Meta Horizon experience.
“Amazon customers increasingly engage across physical and digital experiences,” said Amazon senior tech business manager for video game retail William Morris in a press release. “Working with DressX allows us to meet customers where they are — offering products that work in virtual environments through the convenience of Amazon’s online store.”
DressX’s partnership with Amazon represents the latest expansion of the company’s virtual clothing product, which is also available in the form of augmented reality overlays that can be used in video calls, an AI try-on platform and a Roblox experience. Users who purchase DressX clothing on Amazon’s online store will receive a redemption code via email, which they can redeem inside Fashion Rivals to unlock and access the garment.
“This launch is significant because it connects self-expression in virtual environments to a much more familiar consumer behaviour. People love shopping on Amazon and playing Fashion Rivals, so we are bridging the gap with this partnership,” said DressX co-founders Daria Shapovalova and Natalia Modenova in a press release. “People already build identity across games, avatars, social platforms, and immersive spaces. They do not see these worlds as separate from culture. They see them as places where they show who they are, experiment with style, and participate in communities. What makes this launch meaningful is that it helps bring that behaviour closer to the mainstream.”
The future of Meta Horizon’s VR functionality is currently hanging in the balance, with the company announcing last month that it would sunset the platform’s VR tools in June 2026, only to walk back part of the announcement the following day. Regardless of the eventual outcome, DressX’s Meta Horizon experience will continue to be accessible via mobile and desktop devices.
DressX’s avatar fashion items demonstrate the benefits of entirely virtual couture, expanding beyond recreations of real-life garments to include ethereal “auras” and other fantastic elements. To celebrate the Amazon partnership, DressX is releasing a “Festival Glow Bundle” of flashy auras in colorways like Rainbow, Aqua Glow and Pop Pink.
“By making DRESSX Fashion Rivals items available in Amazon’s online store and redeemable inside Meta Horizon, we are helping create a more natural link between commerce, gaming, and personal expression,” Shapovalova and Modenova said in the press release. “We believe virtual environments are becoming an increasingly important part of how people socialize, present themselves, and engage with culture, and fashion has a real role to play in that.”