Ralph Lauren has announced its collaboration with Zepeto, the global social networking and avatar simulation app, allowing users to wardrobe their 3D avatars with exclusive products.
In the partnership, Ralph Lauren apparel is reimagined for the digital world of Zepeto, where users can immerse themselves in a virtual world with a personalized 3D avatar and socialise with other users.
It builds on the company’s recent launches in the immersive and augmented reality, gaming and digital product spaces, including recent collaborations with Bitmoji, Snapchat, and the recently-announced partnership with G2 Esports as the first luxury brand to outfit an esports gaming team on a long-term basis.
Alice Delahunt, chief digital officer, Ralph Lauren, said: “Ralph Lauren’s new partnership with Zepeto further demonstrates our belief that innovating in virtual worlds is essential to engaging the next generation of consumers.
“Making our product available to purchase and wear digitally and allowing consumers to experience the brand in immersive new ways is the next frontier.”