CHARMDeu is a pioneering digital fashion brand founded by Carmen De Urquijo, an acclaimed fashion and costume designer. After debuting on Zepeto in 2022, the brand swiftly amassed over 636.7K followers, creating and offering more than 1,000 virtual fashion items within its first year. Carmen expanded her professional horizons by joining House of Blueberry (now Blueberry), initially contributing to their success on the Zepeto platform. Her expertise soon led her to Roblox, where she excelled as a senior artist, also designing virtual fashion for Snapchat. By 2024, she had risen to the role of Head of Design across all Blueberry platforms, where her responsibilities encompassed creative direction, trend forecasting, project management, and original item design.
In 2024, CHARMDeu began its expansion into Roblox, innovatively blending virtual fashion with storytelling, interactive gameplay, and immersive experiences.
CHARMDeu designs fashion that sparks emotion, empowers self-expression, and fosters joy within the metaverse. Each collection thoughtfully merges trend analysis, character-driven storytelling, and boundless creativity, bridging the gap between real-world fashion aesthetics and imaginative digital fantasies.
Carmen De Urquijo is a visionary leader in digital fashion, renowned for her transformative influence and strategic foresight within leading platforms like Roblox, Zepeto, and Snapchat. Leveraging her roots in costume design, Carmen crafts collections that resonate deeply through narrative strength, cultural relevance, and emotional depth.
Now fully independent, Carmen positions CHARMDeu as a creative powerhouse dedicated to uplifting youth culture, fostering innovative self-expression, and building meaningful experiences within digital communities. Her design philosophy celebrates compassion, aesthetic joy, and the boundless potential of digital fashion to transcend physical limitations.