America’s Ralph Lauren unveils digital apparel collection with Zepeto
Ralph Lauren has announced Ralph Lauren x Zepeto, a new collaboration for the global social networking and avatar simulation app, where users can immerse themselves in a fully articulated virtual world with a personalised 3D avatar and socialise with other users. The partnership consists of a digital apparel collection and a thematic virtual world.
Ralph Lauren apparel is reimagined for the digital world of Zepeto, allowing users to wardrobe their 3D avatars with exclusive products. The world of Ralph Lauren will be brought to life through three distinct digital, interactive spaces that celebrate the iconic spirit, energy and attitude of the brand, including the Madison Avenue Flagship Store, Ralph’s Coffee Shop and Central Park, all in New York City, the company said in a media statement.
For the first time, Ralph Lauren digital apparel will be available for purchase, the company’s first entrance into virtual economies. The collection features 12 looks, including over 50 unique items, representing a mix of vintage Polo Ralph Lauren styles and pieces from Polo Ralph Lauren’s current summer collection. The collection also includes special items such as two limited edition skateboards, designed exclusively for the virtual Ralph Lauren x Zepeto collection.
In September, K-Pop band Tomorrow X Together will be hosting a live virtual event from Ralph Lauren’s Madison Avenue Flagship within the Zepeto platform. Tomorrow X Together will interact with visitors via their 3D avatars wearing pieces from the Ralph Lauren x Zepeto collection, taking selfies and snapping photos and videos that visitors will be able to share on their social media handles.
“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,” Alice Delahunt, chief digital officer at Ralph Lauren said.
Fibre2Fashion News Desk (GK)