Millennial and Gen Z-focused fashion retailer Revolve Group is bringing its Revolve and FWRD brand segments to new channels this holiday season, including a pop-up shop at The Grove in Los Angeles and within the new fashion styling game Bellemint.
Launched in 2003, Revolve Group connects a community of consumers and global fashion influencers with more than 1,000 emerging, established and owned brands. The company sells through two complementary segments: Revolve, which is focused on premium apparel, footwear, accessories and beauty products; and FWRD, which offers a curated assortment of well-known and emerging luxury brands.
Bellemint Merges Immersive Digital Engagement with Real-World Shopping Rewards
In partnership with Revolve Group and venture capital firm Griffin Gaming Partners, entertainment studio Muus Collective has launched the new mobile fashion game Bellemint in the U.S. following its debut in Canada, Australia and New Zealand. As the game’s official retail partner, Revolve Group’s Revolve and FWRD brand portfolios are integrated into Bellemint to offer an immersive shopping experience.
In Bellemint, players (known as Stylists) explore Revolve’s latest collections from brands including A.L.C., Andrea Iyamah, Bronx and Banco, Hemant and Nandita, Maria Lucia Hohan and Rococo Sand. Stylists can create looks, customize digital avatars (called Muses) with inclusive options for size, skin tone and hair texture, and participate in daily styling challenges. They also can connect with other stylists by voting on their looks, as well as follow and “friend” others who inspire them.
Advertisement
When players earn their first promotion to a new stylist level, they unlock a limited-time 20% discount to shop on Revolve, thereby connecting virtual achievements with real-world rewards. This promotion-based reward system is aimed at encouraging players to continue refining their virtual styling skills while engaging with the real-world Revolve and FWRD collections. Future updates to the game will further integrate loyalty benefits, offering even more real-world incentives through gameplay.
Bellemint also is seamlessly integrated with the Revolve ecommerce platform to offer customers an aspirational, engaging and personalized shopping experience.
“Revolve and Muus designed Bellemint to be a digital runway for players to discover and shop curated fashion — and for brand partners to market their products to a tailored audience,” said Emily Wang, Partner and COO at Griffin Gaming Partners in a statement. “The game serves as a new medium for brands to boost product discovery and brand loyalty organically, with players repeatedly engaging with digital clothing and accessories to win outfit styling challenges. Players enter and vote on challenges as a creative form of self-expression, all the while delighting in fashion inspiration and adding real-world outfits to their cart from their favorite in-game stylists and the game’s user-generated social feed.”
“The launch of Bellemint marks a strategic advancement in retail, merging immersive digital engagement with real-world shopping incentives,” added Michael Mente, Co-founder and Co-CEO of Revolve Group in a statement. “This partnership with Muus Collective enables us to reach new audiences and strengthen customer engagement and loyalty through innovative experiences.”
Revolve LA Pop-Up will Feature Rotating Set of Brands

As Bellemint makes it digital debut in the U.S., Revolve Group also is readying a new real-world experience for its brands in Los Angeles. From Nov. 14 to Jan. 4, 2025, the retailer will host a holiday shop at The Grove shopping center.
The Revolve holiday shop will invite customers into a cozy winter-themed space, highlighting a focused selection of holiday apparel, accessories and gifts. The company’s FWRD brand also will have an exclusive shop-in-shop space within the pop-up, featuring a collection of luxury designer brands and vintage pieces from the FWRD Renew collection.
To keep customers engaged throughout the season, the Revolve Holiday Shop will feature rotating activations and shop-in-shops from in-house brands including Helsa and L’Academie as well as exclusive brand partners including Alexander Wang. The shop also will incorporate experiential elements such as meet-and-greets with talent, curated edits and workshops.
Additionally, Happy Returns will have a dedicated returns bar in the space that will offer customers a seamless in-person return experience for orders from Revolve, FWRD and other select Happy Returns brand partners.
“After proven success with pop-ups and our recent venture into brick-and-mortar, we wanted to introduce a new customer touch point during the holiday season, and what better way to do that than in our hometown and at The Grove — the most highly trafficked destination for holiday shopping in Los Angeles,” said Mente. “The Holiday Shop embodies our commitment to delivering immersive experiences that resonate with our customers, and by enhancing our physical footprint, we aim to deepen connections with our community and showcase the innovative spirit that defines our brands.”