alph Lauren and Snap Inc. announced this week that they have joined forces on a long-term global partnership. The aim of the partnership is to break down barriers within the digital fashion landscape. The collaboration showcases virtual AR apparel inspired by real Ralph Lauren looks, which are shoppable styles to match your personal Bitmoji direct through Ralph Lauren retail, as well as innovative camera technology collaborations.
The innovative collaboration introduces first to market opportunities, elevating Ralph Lauren’s brand storytelling, redefine commerce capabilities, reaffirming Ralph Lauren’s focus on leading the digital fashion landscape while reaching a younger generation of shoppers.
The long term partnership not only solidifies Bitmoji as the leader in branded fashion avatars but also showcases Snap Inc.’s robust technology.
Ralph Lauren’s Chief Digital Officer, Alice Delahunt, stated:
“Ralph Lauren is excited to embark on this innovative partnership with Snap. With Ralph Lauren’s respected reputation as a global leader within the luxury fashion space and Snap’s undeniable creative prowess and expansive reach to a younger consumer, we feel inspired to explore disruptive ways to tell our brand’s story, drive social commerce and engage with a new generation in an authentic and empowering way.”
Snap’s head of fashion and beauty, Selby Drummond, commented:
“This partnership is an expansive and holistic venture to bring the Ralph Lauren brand into the digital world… Bitmoji is the world’s most personal avatar, and with a new virtual wardrobe experience, it’s possible to feel even more closely and authentically connected to your avatar when wearing the labels you love. We’re thrilled to see Ralph Lauren leading the way as brands embrace the world of digital fashion.”
The Ralph Lauren and Snap Inc. collaboration will lead branded and customisable apparel for user’s Bitmoji avatars, the first of its kind to live within Snapchat and the Bitmoji app.
Bitmoji’s newly launched ‘Mix and Match’ feature which will highlight 12 iconic looks from the Ralph Lauren X Bitmoji Collection including 6 men’s and 6 women’s, so Snapchatters can dress their Bitmojis, showcasing their personal style. The collection is styled on a virtual background which reflects the timeless heritage and welcoming atmosphere, in line with Ralph Lauren retail.
CEO of Bitmoji, Ba Blackstock, had this to say:
“Bitmoji avatars enable 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 self-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.”
The Bitmoji apparel was created through the eyes of the Ralph Lauren design team and treated as an extension of the physical collection. The pieces were inspired by and features classic double-breasted blazers, a branded racer jacket, a striped rugby shirt, and a vibrant track jacket. Additionally, over the next 6 months, every Polo Shirt within the Bitmoji closet will be branded with the signature Ralph Lauren polo player logo and will see their Bitmojis branded apparel in a variety of digital experiences on and off Snapchat, including Chat, games, on the Snap Map, in personalised content like Bitmoji Stories. The main feature of the branded Bitmoji apparel allows users to purchase their own apparel through the Ralph Lauren website and select Ralph Lauren retail stores.
Ralph Lauren is no stranger to innovative AR marketing, with recent collaborations between the two brands including a regional mural initiative, interactive gaming and experiential Out-of-Home AR, the murals, or the “Polo Public Art” project, is a series of interactive street artwork featured in New York, Chicago and Dallas by local street graffiti artists commissioned by Ralph Lauren in celebration of the iconic Polo Shirt. Leveraging each individual artists’ unique style, the murals will authentically reflect the flavour of the various cities/neighbourhoods in their designs, while celebrating the Polo Shirt. The wall art will be enabled with AR animation through Snap Codes, to bring each mural to life and even further engage fans of the brand.
With the long term partnership, Ralph Lauren and Snap Inc. will continue to create and innovate, with plans to release a cadence of fun and forward-thinking collaborations with AR.
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