The British Fashion Council is adding a new category to its annual fashion awards for 2021: “metaverse design.” As wide as it may sound, the prize was designed in collaboration with Roblox, and hence the shortlist is restricted to five Roblox developers. CSapphire, the winner, runs an in-app clothes business.

The prize will be awarded by an avatar of Gucci’s design director Alessandro Michele (shown above) inside a Roblox experience, in line with the virtual aspect of 2021. Players will also be able to witness the awards in a virtual reproduction of the Royal Albert Hall. “This unique metaverse realm BFC has built in cooperation with Roblox epitomises the future of fashion, and it’s been so much joy to be a part of such an original experience,” one of the judges, model Karlie Kloss, said in a statement.

While the virtual event is a marketing gimmick, it is part of a continuous marriage of gaming and fashion. Gucci previously produced a surreal fashion experience within Roblox, as well as some virtual footwear, and has collaborated with the esports company 100 Thieves. Meanwhile, brands such as Balenciaga, Louis Vuitton, Burberry, and Longchamp have designed in-game clothes for games such as Fortnite and League of Legends.