Fashion giant Ralph Lauren has linked up with Zepeto, a social networking and avatar simulation app, to launch a digital fashion collection and virtual world, where users can immerse themselves with a personalised 3D avatar and socialise with others.
Ralph Lauren’s virtual world features three digital interactive spaces that celebrate the brand’s New York heritage, including the Madison Avenue flagship store, Ralph’s Coffee Shop, and Central Park.
The experience also sees Ralph Lauren’s clothing reimagined in the digital world of Zepeto, so that users can kit out their avatars in the exclusive digital products. The collection features 12 looks, with over 50 unique items, and including two limited edition skateboards, that are available for purchase.
Next month, K-pop band Tomorrow X Together will host a virtual live event from within Ralph Lauren’s Madison Avenue store within the Zepeto platform. The band, wearing Ralph Lauren’s digital clothing, will interact with fans via their 3D avatars.
“Ralph Lauren’s new partnership with Zepeto further demonstrates our belief that innovating in virtual worlds is essential to engaging the next generation of consumers. Ralph Lauren has always embraced new environments and we’re excited to push the boundaries in this emerging arena. Making our product available to purchase and wear digitally, and allowing consumers to experience the brand in immersive new ways, is the next frontier,” said Alice Delahunt, Chief Digital Officer, Ralph Lauren.
The partnership with Zepeto builds on Ralph Lauren’s recent partnership with Bitmoji, its innovation with Snapchat Scan lenses, and its link up with G2 E-Sports, becoming the first luxury brand to outfit an esports gaming team on a long-term basis.