The experimental capsule collection includes twelve looks and more than fifty unique pieces of clothing and accessories.
American fashion house Ralph Lauren has announced the creation of the first all-digital clothing collection in partnership with the Internet platform Zepeto, aimed at the youth audience.
The experiential capsule collection features twelve looks and over fifty unique apparel and accessories, including pieces from the iconic brand's past collections.
The press service of Ralph Lauren said that users of the social network can purchase designer images to “try on” them on their own three-dimensional avatars, which are created on Zepeto based on selfies.
As part of the online platform campaign, the fashion house has also created interactive digital spaces that allow users to take a virtual walk to Ralph Lauren's flagship store on Madison Avenue, visit Ralph's Coffee, or experience Central Park.
“Ralph Lauren's new partnership with Zepeto reaffirms our belief that innovation in virtual worlds is essential to attract a new generation of consumers. Ralph Lauren has always embraced new environments and we are excited to push the boundaries in this emerging field,” commented Ralph Lauren Chief Digital Officer Alice Delahunt, noting that the company has taken the company to the next level with the creation of the virtual collection.
The Zepeto Internet platform was created in 2018, and today its members are several tens of millions of users. Among the partners of the network are the brands Nike and Disney, as well as South Korean musicians BTS and Blackpink.