Famous fashion brand Ralph Lauren is launching a new fashion line in Fortnite. The new virtual clothing collection draws inspiration from the Polo Stadium Collection, which was released in the 1990s.
In addition to the digital clothing line, the fashion brand is releasing limited-run physical versions of polos, hats, sweatpants, sweatshirts and other clothing items. Some of the fashion items launched on November 2, while others will not release until early next month. The collection features the jockey from Ralph Lauren’s famed Polo logo riding atop the Fortnite llama, marking the first time the iconic logo has been changed in company history.
Ralph Lauren has been attempting to reach Gen Z through metaverse collaborations. The fashion brand collaborated with Roblox for a holiday event last December.
“They’re not going to walk into a store like their parents did, so we want to create something joyous where the brand can be discovered in a fresh light,” says Chief branding and innovation officer David Lauren. “It’s not about selling millions; it’s about selling to a targeted audience of influencers.”
Fashion and the metaverse
The fashion industry was among the first to jump on the metaverse bandwagon. Many well-known fashion brands have participated in metaverse collaborations. The Gap launched a VR experience aimed at teens, while Forever 21 launched a virtual store in Roblox. Similarly, the famous boot company, Timberland, has launched a design studio in Fortnite.
Fortnite enthusiasts can purchase the new clothing line in-game from November 5 through November 12. Most of the in-game outfits will cost about 1500 VBUX, or $6. Accessories will also be available. On November 3, Polo G hosted a live-stream concert in Fortnite to kick off the event.
Fortnite is no stranger to hosting virtual concerts. The online game has hosted virtual shows for J. Blavin and Travis Scott. In addition, a Lady Gaga Fortnite concert is rumored to be in the works.