Snapchat announced a partnership with Blueberry, a digital fashion brand, to bring exclusive styles to Snapchat’s Bitmoji Fashion Marketplace.
Blueberry (formerly House of Blueberry) is joining Snapchat’s Bitmoji platform to offer Snapchat users a range of unique digital outfits for their personalized Bitmoji avatars. This collaboration marks Blueberry’s third platform integration in the past two years, demonstrating the brand’s commitment to expanding its digital fashion reach.
The debut the Blueberry Bitmoji Collection features 28 exclusive digital items designed to tap into the trending 90s and early 00s nostalgia. Snapchatters can unlock these items using Snap Tokens, with select styles available for free.
Ashley Hopkins, Blueberry’s chief creative officer, said in a statement, “For this collection we dug deep into current the trending 90/early 00s nostalgia that is sweeping through digital and real-world fashion. Aiming to bring unique pieces to the platform that users would identify with.”
With over 1.7 billion avatars created globally to date, Bitmoji Collections offer Snapchatters a new way to express their fashion style. Blueberry’s addition to the marketplace enriches the diversity of available styles, catering to the preferences of Snapchatters across the platform.
Blueberry, with its female-led executive team, is dedicated to empowerment and accessibility in digital fashion. The brand’s products range from trendy cargo pants to everyday staples, reflecting its commitment to offering a wide variety of options for self-expression.
Rajni Jacques, global head of fashion & beauty at Snapchat, said in a statement, “We’re thrilled to introduce Blueberry to the Bitmoji community. Unlocking new Bitmoji Fashion experiences presents an exciting opportunity for Snapchatters to get access to exclusive digital fashion and express their unique digital identity, and a new frontier for innovative brand partnerships at Bitmoji scale.”
Emily Eitches, vice president of growth at Blueberry, “Blueberry’s internal mission to ‘dress the internet, one avatar at a time’ and I couldn’t think of a better partner for that than Snapchat. As people spend more time online, their digital identity will become just as important as their IRL identity. With Blueberry x Bitmoji, we now reach an entire audience that is using their Bitmoji socially – as a way to just hang out and chat with their friends and family.”
The brand’s integration with multiple platforms, including Roblox, Zepeto, and now Snapchat, underscores its commitment to scaling its brand and community in digital communities worldwide.