Ralph Lauren is latest fashion brand to foray into the metaverse via Roblox—the British Fashion Awards debuted an interactive experience on the platform earlier this season—launching The Ralph Lauren Winter Escape, a holiday-themed gender-neutral limited-edition digital clothing collection available on the platform today through January 3, 2022. Yes, starting today you can dress your little Roblox avatar in preppy sportswear—digital revival pieces reminiscent of the brand’s iconic 90s-era Polo Sport line.
“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,” Wootton says. “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.”
Set in a “snowy alpine landscape,” Ralph Lauren’s Winter Escape features classic winter sports and outdoor activities—such as ice skating, marshmallow roasting, and the opportunity to sip Ralph’s hot chocolate while cozying up next to a fire pit. Players can participate in a treasure hunt to find exclusive Ralph Lauren Roblox accessories, and the holiday tree centerpiece both dispenses new goodies as well as activates new features and additions in the metaverse experience.
“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,” says Alice Delahunt, Chief Digital and Content Officer at 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.”
A broad range of publicly available statistics indicate the more than half of Roblox’s current users are under the age of 16—with only about 14 percent of its users over the age of 25.
