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Brief Published: 19 Aug 2020

Ralph Lauren Creates Digital Collection on SnapChat

Extra

Based on physical Ralph Lauren items, the 12-piece virtual collection includes the label’s iconic polo shirts and branded garments, and features both men’s and womenswear. Users of social media app SnapChat will be able to dress their Bitmojis (virtual avatars used on the platform) in these garments through the app. 

Although this is the first collection of its kind for SnapChat, Ralph Lauren joins numerous other brands that have experimented with digital clothing collections, including Gucci’s collaboration with Genies, Moschino x The Sims and Louis Vuitton for League of Legends, among others. Similarly to Ralph Lauren’s, each of these partnerships featured both physical and digital versions of the garments, enabling users to better match their online personas to their physical selves – creating less of a division between their on- and offline lives.

Additionally, worldwide Covid-19 lockdowns meant many fashion brands and publications turned their attention to digital clothing to appeal to housebound consumers (see How the Fashion Industry Can Work from Home and How to Make a Fashion Editorial Remotely). So expect to see more projects in the coming months that aim to merge the physical with the virtual in a seamless way.

For more on fashion’s foray into digital collections, see Fashion’s Digital Future, and read Rise of the Avastars for more on the growing popularity of virtual beings.

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