Star-studded event from Click Distribution and PhatMojo launched the A/W range of hit fashion doll brand Dress To Impress
Click and PhatMojo launched the A/W range of its hit fashion doll brand Dress To Impress with an exclusive star-studded Style Showcase Event held at London’s iconic Somerset House on Saturday 4 October 2025.
The event was hosted by Dress To Impress fan favourite character, Lana, who made her first ever ‘in real life’ appearance during the showcase. Stars in attendance with their families included Hugo Taylor, Laura Tobin, Imogen Thomas and Casey Major-Bunce,plus a host of national media and social media influencers.
The event, created and executed by Playtime PR, saw guests arrive ‘Dressed To Impress’. The fashionistas in attendance had the opportunity to accentuate and enhance their outfits with a fashion and accessory closet of dreams as well as take part in hair styling workshops. They could also adorn themselves with Dress To Impress glitter tattoos created exclusively for the event.
Maddi Tiscoe, Head of Marketing at Click said: “Our Dress To Impress launch at Somerset House exceeded all expectations, creating a dynamic showcase that perfectly captured the brand’s essence. Leading media and influencers gathered at this iconic London venue to experience the debut of our latest doll collection firsthand.
“Our Dress To Impress launch at Somerset House exceeded all expectations, creating a dynamic showcase that perfectly captured the brand’s essence”
“The standout moment came from seeing children fully embrace the brand’s ethos, arriving in their most stylish outfits as real-life ambassadors of the Dress To Impress spirit! With the collection launching just as the holiday season approaches, Dress To Impress is positioned to dominate wish lists and deliver the perfect blend of gaming culture and fashion-forward play.”
The new collection of Dress To Impress dolls and playsets took centerstage where guests could play with the entire range, plus experience exclusive access to the Roblox game itself at iPad stations set up around the venue.
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 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.
