Viewers can go to shop.mtvvmas.com/vmas and upload a photo of their favorite look from the VMAs or any outfit of their choosing using their phone camera. For Roan’s medieval warrior-inspired outfit, the software recommends a $500 AllSaints maxi dress or the more affordable $56 Boohoo milkmaid dress. It’s worth noting that Roan’s outfit comes from the Y/Project Fall 2024 collection, which is quite expensive, which makes having an affordable alternative a nice option.
The online storefront doesn’t have a built-in checkout feature. Instead, it uses direct links for each product, which allows brands to keep traffic on their respective platforms.