Virtual fashionistas will soon be able to flip through a print magazine dedicated to their craft.
As user-generated content (UGC) platforms like Roblox and Fortnite soak up an increasing amount of gaming attention and engagement — and advertising dollars — avatar fashion is becoming a significant revenue stream for both creators and brands, both of which can make millions of dollars per year selling virtual clothing and avatars. Going into the new year, avatar fashion is hotter than ever — and Rebecca Orlov believes this means UGC fashion is officially ready for its first-ever print magazine.
Orlov, the founder and CEO of the brand consultancy Epic Playdate, has been in the UGC space for years, helping brands define their identity — and sell virtual items — inside Roblox and other platforms since 2020. In November, she announced the launch of Avvy Magazine, which bills itself as a “first-of-its-kind print magazine dedicated to avatar fashion & style.” On December 15, she opened pre-orders for the magazine’s initial print run of 250 copies, with over 50 percent of copies sold within the first three days, according to Orlov, who plans to officially publish the first issue in mid-January 2026, with plans to publish subsequent issues every quarter.
“We are [registered as the LLC] AVVY Media, because we have larger plans with our app and the magazine as an entity, as well as our digital space and our real-life spaces,” Orlov said in an interview with GamesBeat. “So the idea is to really prove our concept — I want to test the waters.”
To learn more about the goals behind the launch of AVVY Magazine, GamesBeat spoke to Orlov for an annotated Q&A.
The following interview has been lightly edited and condensed for clarity.
On why AVVY Magazine is putting a spotlight on UGC creators
Rebecca Orlov: “Take iBella, our cover girl. She has over a million followers on Roblox, but that’s not her jam. She’s loved by Roblox, but she’s a YouTube girl — she has over 4.3 million followers on YouTube. This girl is not just lifting up a space, but she is a young person — she’s 20 years old — and she’s incredibly kind, thoughtful and just here for the “Bell fam,” as she calls it, with millions and millions of fans who just want to see what she’s doing.”
GamesBeat: In the world of UGC, creators are the ultimate tastemakers, so it’s no surprise that AVVY Magazine is leaning into popular Roblox creators like iBella for its inaugural issue. For its first cover, AVVY did a real-life photo shoot with iBella, as well as the professional racing driver Ellis Spiezia, who launched his own Roblox experience in 2024. The company is also working with creators to co-design and sell its own virtual fashion lines.
On AVVY’s monetization strategy
Rebecca Orlov: “I don’t believe we need to go out and be like, ‘advertise with us.’ I think we absolutely have gotten fantastic advertisers, and having Bella attached to the project — having XR women attached to the project, and some of the teams that are working on it attached to it — validates it already. My hope is that, once people are enjoying the content, we can go to a group and say, ‘we don’t need you to advertise with us; we want you to help co-create with us.’”
GamesBeat: AVVY Magazine is spinning up a wide range of revenue streams, including both traditional advertising, the aforementioned virtual fashion lines and sales of individual issues, with plans to potentially create a subscription product in 2026. Although the initial print run of the magazine is limited to 250 copies, digital issues will be available for free, and AVVY Magazine offers other forms of digital advertising inventory such as curated Spotify playlists.
On the reasoning behind AVVY Magazine’s current Roblox focus
Rebecca Orlov: “The reason why we’re focusing on Roblox in the marketplace is because Roblox is not a game, like Fortnite. Roblox is a metaverse or socialverse platform that houses unlimited games and experiences and worlds. So, because of that, that’s where players are spending time, and where they want to look as great as they want to look and feel. But AVVY is not just for Roblox — we are highlighting Roblox right now, and a lot of it will be, but it’s really for all digital fashion.”
GamesBeat: At the moment, the majority of virtual fashion activity is taking place on Roblox, and Orlov’s answer reflects her strong grasp of the dynamics between different UGC platforms. However, virtual fashion is rapidly rising on other UGC platforms beyond Roblox, making Orlov’s statement that AVVY is for more than just Roblox a logical move. Meta’s Horizon Worlds platform plans to build out its avatar clothing swap functionality in early 2026, and in Fortnite, developers will be able to sell items inside their experiences beginning on January 9.