The fact that Dress to Impress doesn’t look like other Roblox experiences is part of its allure. In most Roblox games, your character is, well, just a block.

With a Charli XCX collab and more luxury fashion brands intrigued, Dress Tto Impress is moving beyond dress-up game to become a community hub and serious fashion player.

Previous Roblox hits like Dress to Impress were buoyed by influencers like Kai Cenat, but this one is all short-form videos. “It’s a lot of younger kids coming in," KreekCraft said.