November 17, 2025 | New York, NY: Blueberry, one of the world’s largest digital fashion houses, today announced the appointment of Amy Madison Luo as its new Chief Executive Officer and Chief Creative Director. Luo’s leadership marks the start of a bold new chapter as Blueberry evolves from a pioneering metaverse brand into a cultural platform shaping the future of self-expression and identity.
An accomplished leader at the intersection of technology, law, and luxury, Luo brings a decade of multidisciplinary experience spanning private equity, entertainment law, and crypto innovation. She was a foundational legal executive at Coinbase and served as General Counsel of USDC, one of the world’s most widely adopted digital currencies, where she helped design the frameworks that would define trust and stability in the digital economy. Most recently, Amy made her fashion debut with the launch of Rose Society Atelier, a couture silk label that premiered at Paris Couture Week.
Now, as CEO, Luo will lead Blueberry’s transformation into the most culturally resonant digital fashion house of its generation. Since its founding in 2012, Blueberry has sold over 20 million digital garments across Roblox, Second Life, ZEPETO, and Snapchat, building a global community of more than four million players and creators. Through its new “Dare to Be” brand platform, Blueberry is reaffirming its commitment to empowering a generation to express themselves fearlessly through fashion built natively for digital worlds.
Under Luo’s leadership, Blueberry will expand its creative and technological reach, building “programmable couture” that moves fluidly across Roblox, Snapchat, Fortnite, and beyond. This next phase will focus on co-creating fashion alongside the community, making style more interactive, adaptive, and shaped together by creators and fans.
“Fashion has always been how we tell the world who we are. What excites me is reimagining that language for the next generation – making it dynamic, intelligent, and alive,” said Amy Madison Luo. “At Blueberry, we’re transforming fashion from a static object into an evolving system of self-expression – one that grows with you, moves with you, and belongs to everyone.”
“The beauty of digital fashion is that it removes every barrier – body type, geography, income, even physics,” Luo continued. “We’re building a world where couture can be earned through play, creativity is social currency, and anyone, anywhere, can step into who they want to be.”
Luo’s appointment signals Blueberry’s ambition to not only lead in virtual fashion, but to help shape the future of digital culture, where identity, creativity, and technology come together in new ways
As her first major initiative, Blueberry debuted “The Blueberry Stage” on Roblox, a new arena for culture-defining moments in fashion and music, headlined by global K-pop phenomenon aespa. The landmark collaboration represents a blueprint for how digital stages can become new runways that are immersive, participatory, and borderless. More artist partnerships and designer collaborations are slated for 2026.
About Blueberry
Blueberry is one of the world’s leading digital fashion houses, creating bold, expressive, and culturally resonant fashion for avatars across platforms, including Roblox and Snapchat. With over 20 million assets sold, Blueberry is pioneering a new era of couture – where creativity, technology, and community intersect. Guided by its “Dare to Be” brand platform, the house designs premium, platform-native collections that champion individuality, self-expression, and creative freedom across digital worlds. Led by creativity and rooted in cultural relevance, Blueberry is redefining what it means to experience fashion in the digital age.
For more, visit www.houseofblueberry.com
