Ralph Lauren partners Snapchat for virtual clothing line

Ralph Lauren and Snap have agreed a long-term global partnership, which introduces virtual branded apparel to accessorise Bitmoji avatars.

The collaboration will lead with Ralph Lauren’s branded and customisable wardrobe for Bitmoji avatars – within Snapchat and the Bitmoji app.

Bitmoji’s new Mix and Match feature will highlight 12 iconic looks from the Ralph Lauren X Bitmoji Collection, so users of the social media platform can dress their Bitmojis, expressing their personal style.

Selby Drummond, Snap’s head of fashion and beauty, added: “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.”

Bitmoji users wearing the Ralph Lauren looks will also see the designs on their Bitmoji in a variety of digital experiences on and off Snapchat, including Chat, games, on the Snap Map, in personalised content like Bitmoji Stories, as well as being available for purchase through the Ralph Lauren website and select Ralph Lauren retail stores.

Alice Delahunt, Ralph Lauren’s chief digital officer, commented: “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.”

Recent collaborations between the two brands include a regional mural initiative, interactive gaming and experiential out-of-home augmented reality (AR). The murals were enabled with AR animation via Snap Codes, to bring each mural to life and engage fans.

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