The American heritage brand will launch a 50-piece digital clothing collection available to purchase in social networking app Zepeto, which allows users to build personalised 3D avatars and and interact in virtual spaces.

The partnership will also include a virtual world, featuring New York locations such as Central Park, Ralph’s Coffee Shop, and Ralph Lauren’s Madison Avenue flagship store. K-pop band TOMORROW X TOGETHER will host a live event at the virtual store in September.

The tie-up with Zepeto is Ralph Lauren’s latest foray into immersive digital products. The company has pursued a number of virtual projects in the last year in a bid to tap a younger generation of consumers. It worked with Snapchat Inc. to create a collection of Bitmoji avatar outfits in August 2020 and augmented reality experiences in November. In June this year it became the exclusive outfitter of G2 Esports.

The Opportunity in Digital Fashion and Avatars Report — BoF Insights

BoF Insights’ guide to digital assets in fashion, which examines the rise of the metaverse and underlying technological, social and consumer shifts, plus includes a playbook for how to seize the opportunity. To explore the full report click here.

The Opportunity in Digital Fashion and Avatars is the in-depth report published by BoF Insights, a new data and analysis think tank from The Business of Fashion arming business leaders with proprietary and data-driven research to navigate the fast-changing global fashion industry.

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