By: Amy Rosner By: Amy Rosner | December 8, 2021 | Style & Beauty
Ralph Lauren will debut The Ralph Lauren Winter Escape on Roblox: a first-of-its-kind experience allowing fashion fans to explore the world of Ralph Lauren through the metaverse.
An exclusive gender-neutral digital clothing collection featuring limited-edition items will launch within the experience.
The collaboration builds on Ralph Lauren’s track record in digital innovation and storytelling.
From pioneering one of the first brand e-commerce sites more than 25 years ago to more recently delivering immersive virtual experiences using augmented reality, Ralph Lauren is pushing the boundaries of what it means to express your personal style with fashion.
The Ralph Lauren Digital Collection, exclusively available for purchase on Roblox, allows users to customize their avatars with iconic styles that they can try on and purchase at the ‘Polo Shops’ within the experience.
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Inspired by Ralph Lauren’s Polo Sport line from the 1990s, this collection features eight distinct winter sportswear looks from the Polo Sport, Stadium, and Snow Beach archives and from current seasons—done in bold colors with sporty graphics.
New looks, limited-edition accessories, and surprise and delight bonus items will drop on a weekly basis, with drop dates to be announced via Ralph Lauren’s social media handles.
“Our engagement in the metaverse is a natural extension of our lifestyle brand which, at its core, has always been about stepping into the worlds of Ralph Lauren,” said Alice Delahunt, Chief Digital & Content Officer, Ralph Lauren.
“Our partnership with Roblox builds on years of digital innovation and underlines our belief in the opportunity that virtual spaces and economies present—especially when it comes to the next generation of consumers.”
The Ralph Lauren Winter Escape experience offers engaging winter-themed activities, such as ice skating with friends, warming up at the firepit with a customized hot chocolate from the Ralph’s Coffee Truck, toasting marshmallows, and a holiday treasure hunt to unlock exclusive accessories.
At the center of the world is a holiday tree that is decorated by the community to activate new rewards and additions to the world.
“This heartwarming holiday experience instantly transports you into an alpine village where you can explore and enjoy the world of Ralph Lauren together with your friends,” said Christina Wootton, Vice President, Global Brand Partnerships, Roblox.
“Our community developers have created a unique experience with custom textures for a realistic winter nature backdrop where anyone can try exclusive fashion items and even influence what this environment looks like based on their participation and daily voting results. This is the kind of innovation and co-creation that the Roblox platform and technology enable, opening opportunities for brands to build high-quality, authentic, and native connections with brand loyalists and new customers globally.”
The Ralph Lauren Winter Escape will debut exclusively on Roblox on December 8, 2021, and will run through January 3, 2022.
Photography by: Courtesy Ralph Lauren