What: Max Mara has launched "Max Mara Coats Adventure" on Roblox, marking the brand's first foray into the gaming world with an immersive experience celebrating its iconic coats.

Why it is important: This partnership represents a significant step for Max Mara in engaging with the digital and gaming communities, expanding brand awareness and interaction among Roblox's 70 million daily active users. It highlights the fashion industry's growing interest in virtual platforms as a means to reach younger audiences and innovate brand experiences.

Italian fashion powerhouse Max Mara is making its debut in the gaming industry through a collaboration with Roblox, introducing "Max Mara Coats Adventure," an immersive gaming experience that pays homage to the brand's signature coats. Set in a whimsical digital universe, the game invites players to explore fabric meadows, interact with avatars, and solve puzzles, all while being surrounded by Max Mara's iconic 101801 coats and other designs. This venture into Roblox, a platform with 70 million daily active users, underscores Max Mara's efforts to innovate its brand engagement strategies, following the success of its Teddy Coat's 10th anniversary and Fluffy Residences activations. The move also aligns with the broader trend of fashion and beauty brands, like Fenty, Gucci, and E.l.f. Beauty, leveraging Roblox to reach new audiences and offer unique digital experiences.

Max Mara ventures into gaming with Roblox collaboration