×
2 729
Fashion Jobs
NORDSTROM
Asset Protection - Agent - Willowbrook Mall Rack
CDI · Langley
NORDSTROM
Position Asset Protection Agent - Heartland Town Center Rack
CDI · Mississauga
NORDSTROM
Asset Protection - Security Ambassador - Deerfoot Meadows Rack
CDI · Calgary
NORDSTROM
Asset Protection - Security Ambassador - Ottawa Train Yards Rack
CDI · Ottawa
NORDSTROM
Asset Protection - Agent - Yorkdale
CDI · Toronto
NORDSTROM
Asset Protection - Security Ambassador - Eaton Centre
CDI · Toronto
ESTÉE LAUDER
le Labo Field Executive Sales Manager
CDI · Toronto
L'OREAL GROUP
Education Project Coordinator
CDI · Montréal
TJX CANADA
Loss Prevention Store Investigator
CDI · Calgary
LEVI'S
Levi's Sales And Merchandising Supervisor, Part-Time, Toronto Eaton Centre, Toronto, on-1
CDI · Toronto
L'OREAL GROUP
Business Consultant
CDI · Vancouver
NORDSTROM
Asset Protection Coordinator - Pacific Centre
CDI · Vancouver
ESTÉE LAUDER
Field Executive Training Manager- Tom Ford Beauty, Kilian Paris, Frederic Malle
CDI · Toronto
TJX CANADA
Learning & Development Manager, Business Relationships
CDI · Mississauga
TJX CANADA
Winter Term Finance Analyst cO-Op
CDI · Mississauga
NORDSTROM
Asset Protection - Agent - Sherway Gardens
CDI · Toronto
NORDSTROM
Asset Protection Coordinator - Yorkdale
CDI · Toronto
ADIDAS
Sales & Territory Marketing Manager
CDI · Calgary
ADIDAS
Senior Finance Manager, Accounting & Payables
CDI · Vaughan
NORDSTROM
Asset Protection - Agent - Deerfoot Meadows Rack
CDI · Calgary
WINNERS
Full-Time Jewelry Consultant, Winners & Homesense, Coquitlam
CDI · Coquitlam
ZARA
Gérant(e) de Magasin, Zara Ottawa
CDI · OTTAWA
Published
Aug 26, 2021
Reading time
3 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Ralph Lauren dives into digital fashion with Zepeto

Published
Aug 26, 2021

Iconic American fashion brand Ralph Lauren has taken its first step into purchasable digital apparel with the release of a collection on Gen Z-focused 3D avatar platform Zepeto.


The Ralph Lauren x Zepeto collection includes more than 50 items - Photo: Ralph Lauren

 
The collection features 12 looks, made up of more than 50 unique items including both vintage Polo Ralph Lauren styles and pieces from the current Polo Ralph Lauren collection. There are also a number of special, exclusive items on offer, such as two limited-edition skateboards.
 
Zepeto members will be able to purchase the items to dress up and accessorize their 3D avatars, which are created from selfies and allow users to socialize and interact with the platform’s immersive virtual world.

As part of its collaboration with Zepeto, Ralph Lauren has also launched three interactive digital spaces on the platform. Offering users the chance to make a virtual visit to the brand’s Madison Avenue flagship, Ralph’s Coffee Shop and Central Park, the digital environments seek to capture the Ralph Lauren spirit and allow fans to engage with the label in a new and immersive way.
 
“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,” said Ralph Lauren chief digital officer Alice Delahunt in a release.
 
“Ralph Lauren has always embraced new environments, and we’re excited to push the boundaries in this emerging arena. Making our product available to purchase and wear digitally and allowing consumers to experience the brand in immersive new ways is the next frontier,” added the executive.
 
Although it does represent the company’s debut in purchasable digital fashion, Ralph Lauren’s partnership with Zepeto is not its first foray into the world of digital products and gaming. The company has previously teamed up with Bitmoji for a collection, as well as with Snapchat for augmented reality lenses. Ralph Lauren also became the first luxury brand to outfit an esports team on a long-term basis through its recently announced partnership with G2 Esports.
 
Launched by South Korean digital conglomerate Naver’s Snow subsidiary in 2018 and spun off as part of Naver Z in 2020, Zepeto boasts around 10 million monthly active users. The platform has previously signed off on collaborations with major global brands including Disney and Nike, as well as K-Pop stars, such as BTS and Blackpink.
 
In September, K-Pop band Tomorrow x Together will be hosting a live virtual event at Zepeto’s version of the Ralph Lauren Madison Avenue Flagship in order to promote the launch of the brand’s digital collection. Band members will interact with visitors through their 3D avatars, shooting selfies and videos that users will be able to share on social media, all while wearing Ralph Lauren’s virtual looks.
 
Ralph Lauren’s plunge into digital apparel comes as the fashion industry continues to explore the possibilities presented by partnerships with video games and other kinds of virtual media. From the skins designed by Louis Vuitton for team-based battle arena League of Legends in 2019, to the phygital collaboration between Brazil’s Havaianas and popular online battle royale game Fortnite earlier this year, fashion brands seem keener than ever to ensure their relevance in the rapidly developing digital sector.

Copyright © 2021 FashionNetwork.com All rights reserved.