An exclusive, invitation-only event to celebrate the launch of the hit fashion doll line, Dress To Impress, was held at Somerset House this weekend. The perfect setting for the bold and inspiring collection based on the trending Roblox game, designed to spark imagination, self-expression, and creativity in kids.
The VIP event was held on 4th October in the Portico Rooms at the iconic venue in London, with celebrities including Hugo Taylor, Laura Tobin, Imogen Thomas and Casey Major-Bunce attending with their children for an unforgettable experience that blended play, fashion, and a first look at new product for the autumn/winter season.
Hosted by Dress To Impress fan favourite character, Lana, who made her first ever ‘in real life’ appearance during the showcase. Lana took the attendees on a style journey with the opportunity to accessorize their outfits throughout the event.
Guests arrived ‘Dressed To Impress’, with children enhancing their looks with a fashion closet of dreams, glitter tattoo stations and dedicated hair styling workshops. The interactive experience continued with hands-on play opportunities across the full range of dolls and playsets, alongside exclusive content from the Roblox game available at dedicated iPad stations.
The day culminated in a grand fashion finale, where guests could show off their outfits and styling skills by walking the Dress To Impress catwalk and capturing their time in the spotlight in the event’s dazzling 360 video area.
Attendees were the very first to get their hands on the brand-new Dress To Impress Fashion Dolls, with characters Lana, Bubblegum Gal and Starburst Softie revealed in all their runway-ready glory, complete with signature outfits, glamorous make-up and bold accessories. The Lana Deluxe Fashion Doll Set also made its debut, featuring accessories including a nail salon desk, table décor, a super-secret diary, and a red reveal key unlocking hidden puzzle pieces from Lana’s story.
In addition, the launch unveiled the latest wave of Dress To Impress Mystery Model Dolls, with ten new dolls now available to collect. Each comes in a shimmering pink display capsule, containing a fully posable doll with a unique signature style, mix-and-match hair, outfits and accessories, plus a collector card and exclusive DLC code for in-game rewards.
The new collection is now available at Smyths and major UK retailers, starting at £12.99 for the Dress To Impress Mystery Model Dolls.
The full Dress To Impress toy range now includes:
Dress To Impress Mystery Models, RRP £12.99
Dress To Impress Lana Fashion Doll, RRP £29.99
Dress To Impress Bubblegum Gal Fashion Doll, RRP £29.99
Dress To Impress Stardust Softie Fashion Doll, RRP £29.99
Dress To Impress Lana Deluxe Fashion Doll Set, RRP £34.99
Dress To Impress Chic Boutique Fashion Doll Playset, RRP £39.99
