By Gary Symons
TLL Editor in Chief
Fashion giant Ralph Lauren is diving headfirst into the metaverse, with a new release of digital fashion on the Roblox platform.
Ralph Lauren last week unveiled The Ralph Lauren Winter Escape on Roblox—a first-of-its-kind holiday-themed experience allowing fashion fans to explore the world of Ralph Lauren through the metaverse.
The exclusive gender-neutral digital clothing collection, featuring limited-edition items, launched within the Roblox gaming world on Dec. 8..
The company says it is committed to digital innovation as an extension of the brand. “Our engagement in the metaverse is a natural extension of our lifestyle brand which, at its core, has always been about stepping into the worlds of Ralph Lauren,” said Alice Delahunt, Chief Digital & Content Officer, Ralph Lauren. “Our partnership with Roblox builds on years of digital innovation and underlines our belief in the opportunity that virtual spaces and economies present—especially when it comes to the next generation of consumers.”
Against the backdrop of a snowy alpine landscape, The Ralph Lauren Winter Escape experience offers winter-themed activities for the global Roblox community to enjoy, such as ice skating with friends, warming up at the fire pit with a customized hot chocolate from the Ralph’s Coffee Truck, toasting marshmallows, and a holiday treasure hunt to unlock exclusive accessories. At the center of the world is a holiday tree that is decorated by the community to activate new rewards and additions to the world.
“This heartwarming holiday experience instantly transports you into an alpine village where you can explore and enjoy the world of Ralph Lauren together with your friends,” said Christina Wootton, Vice President, Global Brand Partnerships, Roblox. “Our community developers have created a unique experience with custom textures for a realistic winter nature backdrop where anyone can try exclusive fashion items and even influence what this environment looks like based on their participation and daily voting results. This is the kind of innovation and co-creation that the Roblox platform and technology enable, opening opportunities for brands to build high-quality, authentic and native connections with brand loyalists and new customers globally.”
The Ralph Lauren Digital Collection, exclusively available for purchase on Roblox, allows users to customize their avatars with styles that they can try on and purchase at the Polo Shops within the experience.
Inspired by Ralph Lauren’s Polo Sport line from the 1990s, the exclusive digital collection features eight distinct winter sportswear looks from the Polo Sport, Stadium and Snow Beach archives and from current seasons.
New looks, limited-edition accessories and surprise bonus items will drop on a weekly basis, with drop dates to be announced via Ralph Lauren’s social media handles.
The experience was developed in collaboration with a Roblox community developer, Funomena, a creative game design and development studio bringing unique and innovative experiences to life on the platform.
The Ralph Lauren Winter Escape will continue on Roblox through Jan. 3, 2022.
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