Virtual Shopping: After Snapchat and E-sports, Ralph Lauren Now Dresses Up Avatars in Zepeto - The Scene

You can create 12 looks from the 50-piece virtual apparel collection.

American fashion brand Ralph Lauren is making their clothing available to purchase and wear digitally in its exclusive partnership with social network and avatar simulation app Zepeto.

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The collaboration allows users to immerse themselves in a virtual world with their own 3D avatar that can socialize with other users and dress them up in the clothing brand’s digital apparel collection. 

The line included 12 looks, featuring over 50 unique items that is “a mix of vintage Polo Ralph Lauren styles and pieces from Polo Ralph Lauren’s current summer collection.” It also has special items such as limited edition skateboards exclusively designed for the collaboration.

To complete the experience, the brand has also brought three digital interactive spaces based in New York City to the app: the Madison Avenue flagship store, Ralph’s coffee shop, and Central Park.

It’s in the same virtual flagship store that the K-Pop boy group, Tomorrow X Together, has hosted a live digital event to celebrate the partnership. The avatars of the five-member group—Yeonjun, Soobin, Beomgyu, Taehyun, and Huening Kai—have all been styled with clothes from the digital collection, and have taken selfies and videos with visitors. 

The collaboration is Ralph Lauren’s latest move to reach out to the younger generation.

In June last year, the brand launched a shoppable collection with Snapchat, a collaboration which allowed users to dress their Bitmoji, the platform’s digital avatar. Ralph Lauren also recently entered a long-term partnership to outfit G2 Esports, an esports gaming team.

“[It] further demonstrates our belief that innovating in virtual worlds is essential to engaging the next generation of consumers,” says Alice Delahunt, the brand’s chief digital officer, in a press release, in a press release.

“Ralph Lauren has always embraced new environments,” she continues, “and we’re excited to push the boundaries in this emerging arena. Allowing consumers to experience the brand in immersive new ways is the next frontier.”

Banner Photo from @ralphlauren on IG

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