April 16, 2026 — DRESSX, global pioneer and leader in avatar fashion and AI styling technologies, announces a partnership with Amazon, creating a direct bridge between online commerce and gameplay, allowing customers to purchase eligible DRESSX items in Amazon’s online store and unlock them inside the Fashion Rivals gaming experience in Meta Horizon.
“Amazon customers increasingly engage across physical and digital experiences," said William Morris, Sr. Tech Business Development at Amazon Video Game Retail. "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.”
This launch reflects a broader cultural shift in how identity is built and performed online. For a growing number of people, virtual environments are not a side activity. They are social spaces where users spend time with others, experiment with appearance, signal belonging, and take part in culture. In that context, what people wear inside these spaces matters not only as an in-game item, but as part of how they express personality, mood, aspiration, and community.
“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. “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 Fashion Rivals launch marks another step in DRESSX’s ongoing work at the intersection of fashion, gaming, and emerging technology. Known for building new ways for people to express themselves through avatars and immersive experiences, DRESSX continues to expand how style can function across virtual spaces, interactive environments, and culture-driven platforms.
“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,” added DRESSX co-founders Daria Shapovalova and Natalia Modenova. “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. ”
How it works:
Purchase an eligible DRESSX Fashion Rivals item in Amazon’s online store
Receive a 10-digit redemption code by email
Enter DRESSX Fashion Rivals in Meta Horizon on mobile, desktop, or VR
Redeem the code inside the game
Unlock the item and access it in inventory
Style the item and wear it in runway challenges.
About DRESSX
DRESSX is a global pioneer and leader in AI styling technologies with over 125M+ assets distributed across various digital platforms and 30+ global brand partnerships (incl. DIESEL, BOSS, Burberry, FENDI, Lacoste, Farfetch, PUMA, Printemps, Meta, Snap, Roblox, Amazon, Ubisoft, EA’s Covet Fashion, etc). It is a female-led, female founded fashion-tech company. DRESSX received 10+ industry awards and recognitions, including Inc.’s 2026 Female Founders 500.
