Ralph Lauren debuts digital fashion collection on Roblox

Ralph Lauren has continued its push into the metaverse to join the list of fashion brands building brand awareness in Roblox's virtual world.

The American luxury fashion house has launched "The Ralph Lauren Winter Escape", a virtual experience complete with digital garments inspired by Ralph Lauren designs and holiday activities, such as a treasure hunt.

The collaboration between Ralph Lauren and the Roblox-based developer studio Funomena, will run until 3 January 2022.

The experience launches alongside The Ralph Lauren Digital Collection, which can be purchased at the Polo Shops featured in the Winter Escape to customise users' avatars. Available exclusively on Roblox, the virtual collection is inspired by the Ralph Lauren Polo Sport line from the 1990s and offers a selection of eight winter sportswear looks taken from the Polo Sport, Stadium and Snow Beach archives, as well as from current seasons.

New looks, limited-edition accessories and surprise and delight bonus items will drop on a weekly basis, with drop dates to be announced via Ralph Lauren’s social media.

Alice Delahunt, Chief Digital and Content Officer for Ralph Lauren said: "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. 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."

The collaboration builds on Ralph Lauren foray into the metaverse following its debut digital apparel collection with South Korea’s Zepeto in August. Fashion brands including Nike also launched its own Roblox experience in November while Vans World made its debut on the platform in April.

Christina Wootton, Vice President, Global Brand Partnerships, Roblox said: "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. 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.”