Burberry launches virtual handbag collection on Roblox

Burberry has launched a limited-edition virtual range of its Lola handbags on global online platform Roblox.

The exclusive range comprises of five handbags, each accompanied by an exclusive emote, a unique action that avatars can perform on Roblox. The distinctive movements, such as levitation or dance, mirror each handbag’s design theme.

Created in partnership with Roblox digital fashion designer Builder_Boy, the bags are crafted from virtual materials including clouds, water and wild foliage.

Each bag will only be available to purchase for 24 hours, with one available each day from 11 to 15 July in the Roblox Avatar Marketplace for 800 Roblox.

The collaboration with the Roblox creator community marks Burberry’s latest foray into digital fashion and follows the luxury house’s earlier virtual experiences. Last month, Burberry announced the continuation of its partnership with Mythical Games to release a second NFT collection in its flagship title, Blankos Block Party.

Rachel Waller, Vice President of Channel Innovation at Burberry said: "We are thrilled to partner with Roblox to share a virtual handbag collection and to bring our iconic Lola bag to life in an entirely new creative way. The expression of our digital personas is a fascinating concept and one which we know is increasingly important to our customers.

“Roblox is a platform built on imagination, community and creativity pillars which are central to our brand, and we’re delighted to bring our virtual products to this community.”

Christina Wootton, Vice President of Global Partnerships at Roblox, added: “For our global community of over 50 million daily active users, self-expression through digital fashion and personalization of avatars is an important part of their day-to-day experience on the platform.

“Roblox enables people to be whoever they want to be, create and experiment with personal style and fashion. We are excited to welcome Burberry to our platform with this creative accessory line that expands our already vast collection of avatar personalization options with luxury items created in collaboration with our community.”