American fashion brand Ralph Lauren and Zepeto, a 3D avatar platform, have partnered to launch a 50-piece digital clothing collection targeting metaverse users. In addition, the collaboration will include a variety of themed virtual environments featuring New York-based locations such as Central Park, Ralph Lauren's flagship Madison Avenue store, and Ralph's Coffee Shop.
The digital collection will range from classic Ralph Lauren items to limited edition, specialty skateboards. This forward-thinking collaboration aligns with the brand's other efforts to get in on the virtual reality hype. Earlier this year, Ralph Lauren partnered with Bitmoji on a digital collection, as well as teamed up with Snapchat to deliver promotional augmented reality lenses.
This recent announcement highlights the brand's belief that “innovating in virtual worlds is essential to engaging the next generation of consumers,” said Chief Digital Officer at Ralph Lauren, Alice Delahunt.