The collaboration introduces branded virtual apparel inspired by Ralph Lauren’s actual looks, styles that can be purchased to match his personal Bitmoji.
and Snap Inc. today announce that they have joined forces in a long-term global collaboration. Aiming to break down barriers within the digital fashion landscape, the collaboration introduces branded virtual apparel inspired by Ralph Lauren’s actual looks, styles that can be purchased to match your personal Bitmoji – via the store. from Ralph Lauren, as well as collaborations on innovative camera technology. Through opportunities to be first on the market, the collaboration will elevate the brand’s storytelling and redefine business capabilities, reaffirming Ralph Lauren’s focus on leading with digital – while reaching a younger generation. The partnership not only showcases the strong technology of Snap Inc., but also consolidates Bitmoji as the ultimate leader in brand fashion for avatars.
“Ralph Lauren is excited to embark on this innovative collaboration with Snap”says Alice Delahunt, director of digitization for Ralph Lauren. “With Ralph Lauren’s respected reputation as a global leader in the luxury fashion space and Snap’s undeniable creative prowess with its wide reach to a younger consumer, we are inspired to explore disruptive ways of telling our brand’s story , boost social commerce and engage with a new generation in an authentic and powerful way. “
“This collaboration is an expansive and holistic company to bring the Ralph Lauren brand to the digital world”says Selby Drummond, Snap’s head of fashion and beauty. “Bitmoji is the world’s most personal avatar, and with a new virtual wardrobe experience, it’s possible to feel even closer and connected to your avatar when wearing the tags you love. We are delighted to see Ralph Lauren lead the way for brands make their way into the world of digital fashion. “
The collaboration will take place with Ralph Lauren’s wardrobe for avatars, the first to live within Snapchat and the Bitmoji app. Bitmoji’s newly incorporated “Mix and Match” feature will showcase 12 iconic looks from the Ralph Lauren X collection – 6 for men and 6 for women – so Snapchat users can dress up their Bitmojis expressing their personal style. The collection is designed on a virtual background that reflects a timeless heritage and a welcoming atmosphere, synonymous with the Ralph Lauren store.
“Bitmoji avatars allow millions of people every day to be their true selves in the digital world. Just like in real life, your Bitmoji’s outfit is a powerful form of expression. We’re excited to partner with innovative brands like Ralph Lauren to help shape the future of digital fashion by connecting our community with the brands they love. “- Ba Blackstock, CEO, Bitmoji.
Created through the eyes of the Ralph Lauren design team and treated as an extension of the physical collection, the pieces include classic double-breasted blazers, a branded racer jacket, a striped rugby shirt, and a vibrant track jacket. TOFurthermore, in the next 6 months, each polo shirt inside the Bitmoji wardrobe will be marked with the Polo Ralph Lauren signature logo. Bitmoji users wearing the Ralph Lauren look will also see their Bitmoji designs in a variety of digital experiences on and off Snapchat, including Chat, games, on the Snap Map, in custom content like Bitmoji Stories, as well as being Available for purchase through the Ralph Lauren website and at select Ralph Lauren stores.
Recent collaborations between the two brands include a regional murals initiative, interactive games, and augmented reality away from home. Murals, or the “Polo Public Art” project, is a series of interactive street art works, presented in New York, Chicago and Dallas by local street graffiti artists commissioned by Ralph Lauren to celebrate the iconic Polo Shirt. Taking advantage of each artist’s unique style, the murals will reflect the essence of the various cities in their designs. It will be activated with AR animation via Snap codes, to bring each mural to life and further attract fans.
Over the course of the collaboration, both Ralph Lauren and Snap Inc. will continue to create and innovate, with plans to launch a cycle of fun and forward-looking collaborations. Follow the @RalphLauren brand profile page on Snapchat to stay up to date with all the releases of this collaboration.
Source: Marketing Directo by www.marketingdirecto.com.
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