While we are still currently addicted to their interactive Wimbledon game, the American fashion house have launched a long-term global partnership with social media giants Snapchat. The collaboration will see Snapchatters dressing their personal Bitmoji in the latest Ralph Lauren drip, with classic pieces such as their striped rugby shirt and double-breasted blazer also making an appearance. Bitmoji users will also be able to purchase the looks their avatar is wearing, so users can match their mini-me in real life.
“Ralph Lauren is excited to embark on this innovative partnership with Snap,” Says Alice Delahunt, Ralph Lauren’s Chief Digital Officer. “With Ralph Lauren’s respected reputation as a global leader within the luxury fashion space and Snap’s undeniable creative prowess and expansive reach to a younger consumer, 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.
Over the next six months, every polo shirt within the Bitmoji closet will be branded with the signature Ralph Lauren polo player logo and the virtual closet will be continually updated with the latest collections. The launch will be celebrated by a performance in early September by Grammy award-winning artist and close friend Chance the Rapper. The rapper has partnered with Ralph Lauren to create a performance experience though the support of digital fashion company Lens. The performance will see his dripped-out Bitmoji avatar styled with looks from the digital wardrobe.