Ralph Lauren have been reinventing themselves for Gen-Z and they’re now diving deeper into the metaverse by launching a new fashion line with one of the most popular online games, Fortnite.
Many fashion and lifestyle labels are yet to take on the metaverse, while Ralph Lauren has prided itself on being a leader within the virtual space. The American fashion house was one of the first to dive into the e-commerce space (25 years ago) and is now ready to take another lead by delivering an immersive experience with Fortnite.
The new Polo Ralph Lauren x Fortnite collaboration, titled the Polo “Stadium” collection, involves a capsule collection of items that will be made available for the Fortnite game and real-life physical items.
For the first time in Ralph Laurens 55-year history, the iconic “Polo Pony” logo has been redesigned specifically for this launch. The new logo features the iconic jockey riding the Fortnite llama.
Drawing inspiration from the designs of the 1990s, the physical items from the new Polo “Stadium” collection includes a limited run of hoodies, sweatshirts, sweatpants, button-down shirts, polo shirts and caps.
Prices will range from £50 to £170 and are set to be made available from the Ralph Lauren website starting Wednesday 2 November.
The new Polo “Stadium” digital collection features men’s and women’s full-body racing gear, fitted caps, outerwear and a pair of newly designed Polo boots. Featured in shades of red, black, white and blue – the digital outfits by Ralph Lauren will be available for in-game sale from Saturday 5 November – Saturday 12 November.
Ralph Lauren’s Chief Branding & Innovation Officer, David Lauren, had this to say on the new partnership: “Ralph Lauren has always designed dreams and created new worlds, and today, our collaboration with Fortnite will deliver a groundbreaking experience to a new community of next-generation players and consumers.
“Our partnership represents a completely fresh take on the Ralph Lauren brand, designing for the metaverse first, that is thoroughly focused on the future. We are excited to continue to lead digital exploration, building on our decades-long track record of pioneering innovation.”
In celebration of the collaboration, a live streaming event on Twitch will take place on Thursday 3 November, which will include an exclusive performance from US rapper Polo G.
It’s easy to see that Ralph Lauren are making attempts for their brand to appeal to a younger generation, and enlisting Fortnite in their efforts is possibly a strike of genius.