Dubai, UAE, 02 August 2024: Briar Prestidge, a renowned futurist, avatar digital fashion designer and metaverse strategic advisor announced today the launch of Oltair, a futuristic digital fashion label for avatars and shopping mall on Roblox, which offers a unique gaming experience that combines fashion, education, community, and a glimpse into the future of retail.

Designed in collaboration with Boltable Studio, a leading Abu Dhabi based multimedia corporation that brings creative content within the Roblox platform, Oltair aims to be the biggest futuristic label on Roblox, catering to over 73 million daily users on the Roblox gaming platform, a majority of which are Generation Z and Generation Alpha, who are increasingly using their virtual avatars as inspiration for their real-world fashion choices.

Oltair’s debut collection showcases an array of matching sets, offering a sleek aesthetic that resonates with the vibrant spirit of Roblox players. These pieces blend avant-garde design with adaptable styles, perfect for those seeking to make a statement while navigating the gaming world. 

In the world of Oltair, players start as interns at the digital fashion empire and progress through various levels, or virtual mall floors, ultimately aiming for the CEO suite. This unique gameplay mechanic not only entertains but also educates players about the ins and outs of building and managing a successful retail fashion enterprise. 

“With the launch of Oltair, we are not just igniting a spark—we are fueling a revolution of excitement and opportunity for Generation Z and Generation Alpha, the virtual natives. The future is theirs to shape, and despite the challenges of today’s world, our individual and collective power through pioneering technology, scientific innovation, and medical advancements is immense. We possess the power to not merely navigate but to actively craft a brighter tomorrow. The next generation is poised to redefine the boundaries of what’s possible, and we are here to drive and empower that transformative journey,” explains Briar Prestidge, who brings her experience from running a phygital luxury suit label, with her first avatar fashion collection, BRIAR PRESTIDGE – The Label, showcased at the World’s First Metaverse Fashion Week in 2022.

“Our goal is to become the leading futuristic label on Roblox, offering designs that inspire creativity both in the virtual world and beyond. One of the things I love about designing digital fashion is we don’t have to stick with the rules of physics. Clothing is more than just fabric; it’s a form of self-expression, communication and identity. In our 3D virtual realm, users can experiment with fashion choices in ways that might feel intimidating or impractical in the physical world. For children, it helps them identify with their peers, express their personality, and develop confidence and a sense of self, ” says Prestidge.

The game also features innovative elements such as 3D food printing, hoverboards, flying cars, virtual try-ons and a secret UFO with exclusive and limited fashion drops, all designed to spark imagination and showcase potential future technologies. This vision is based on Prestidge’s extensive research into the future of technology and culture, as showcased in her award-winning documentary, “48 Hours in the Metaverse” (2022), the recipient of four laurels at international film festivals, and through her work as a Metaverse Strategic Advisor to Interpol and other organizations.

“The metaverse is an exhilarating and boundless realm for innovation, advancing at an unprecedented rate. We’re excited to have played a role in launching Oltair, marking the start of a transformative journey that promises to unlock new opportunities for future generations. Latest research shows that 53% of Roblox users prioritize avatar customization over their real-life appearance, and this highlights the evolving landscape and our commitment to bridging these gaps. As we move toward a more ‘phygital’ future—where physical and digital experiences merge—we’re eager to see Oltair lead the way in revolutionizing fashion and commerce,” said Zain Tambe, Founder and CEO of Boltable Studio.

With Roblox’s expansive user base of over 216 million monthly active users, Oltair is poised to become a significant player in the metaverse and digital fashion market. The brand is focused on community and will use platforms like Discord to engage with its audience, offering exclusive previews of collection drops, hosting events, and involving users in the creative process, and can be accessed by searching ‘Oltair Mall’ on Roblox through computers, iPads, phones or virtual reality headsets.

“The metaverse is not ‘dead’, it’s just not quite here yet,” Prestidge asserts. “With Gen Z and Gen Alpha spending more time on Roblox than on social media platforms, they will drive the next iteration of the Internet. Buying NFT outfits, customizing their avatars, and spending time with friends in virtual worlds is just normal for them. Is it really so different from how Millennials use and curate their social media channels? We’re in the early stages of a digital revolution that will reshape how we interact, work, and socialize, and I’m excited about a future where we see an integration of our physical and virtual worlds.”