Ralph Lauren, the renowned American fashion brand, has taken a bold step into the realm of digital fashion through a partnership with Zepeto, a 3D avatar platform geared towards Gen Z. This exciting collaboration marks Ralph Lauren’s entrance into the world of purchasable digital apparel, featuring a collection of over 50 unique items available on the platform.
The Ralph Lauren x Zepeto collection showcases 12 distinct looks, incorporating vintage Polo Ralph Lauren styles as well as pieces from the current collection. Furthermore, the collection includes exclusive items such as limited-edition skateboards, designed to appeal to Zepeto’s members.
In Zepeto’s immersive virtual world, users can create personalized 3D avatars using their own selfies and then dress them in Ralph Lauren’s collection. The platform offers a space for socializing and interacting with other users, enhancing the overall experience.
As part of the collaboration, Ralph Lauren has introduced three interactive digital spaces on the Zepeto platform. Users can virtually explore Ralph Lauren’s Madison Avenue flagship store, Ralph’s Coffee Shop, and even Central Park. These digital environments aim to capture the essence of the brand and provide fans with an engaging way to connect with Ralph Lauren.
Ralph Lauren’s chief digital officer, Alice Delahunt, believes that virtual worlds are vital for engaging the next generation of consumers. She expressed the brand’s excitement in pushing boundaries and embracing new environments. Making the brand’s product available for purchase and wear digitally, along with providing immersive experiences, represents the next frontier for Ralph Lauren.
Although this collaboration marks Ralph Lauren’s initial venture into purchasable digital fashion, the brand has previously explored partnerships in the digital realm. Ralph Lauren has worked with Bitmoji to create a collection and collaborated with Snapchat to develop augmented reality lenses. Additionally, the brand made waves by becoming the first luxury label to sponsor an esports team, G2 Esports, on a long-term basis.
Zepeto, launched in 2018 by South Korean company Naver’s Snow subsidiary and now part of Naver Z, boasts approximately 10 million active monthly users. The platform has successfully collaborated with major global brands like Disney and Nike, as well as popular K-pop stars including BTS and Blackpink.
In September, K-pop band Tomorrow x Together will host a live virtual event at Zepeto’s version of the Ralph Lauren Madison Avenue flagship store to promote the launch of the brand’s digital collection. During the event, band members will interact with visitors through their 3D avatars, capturing selfies and videos that users can share on social media, all while dressed in Ralph Lauren’s virtual looks.
Ralph Lauren’s venture into digital apparel aligns with the fashion industry’s exploration of partnerships with video games and virtual media. In 2019, Louis Vuitton created exclusive skins for the popular game League of Legends, while earlier this year, Brazil’s Havaianas collaborated with the online battle royale game Fortnite. These collaborations exemplify the growing trend of fashion brands embracing the digital sector to remain relevant in an ever-changing fashion and technology landscape.
Useful links:
– Zepeto
– Ralph Lauren x Zepeto collaboration article
