Ralph Lauren Partners With Chance the Rapper for Bitmoji Launch
The rapper will host a digital performance in early September to celebrate the launch.
Digital self-expression is definitely one of the most appealing things about social media today, and few do it better than Snapchat Bitmojis. Now, users of these beloved avatars will have the chance to be clad in Ralph Lauren exclusives thanks to a new partnership between the fashion brand and the messaging app.
On Wednesday, the fashion company debuted a virtual branded wardrobe with shoppable styles through Ralph Lauren retail stores and through camera technology collaborations, making them a continued leader in the digital fashion realm and a favorite amongst younger generations. The collection will feature a “Mix and Match” line that includes twelve designs for both the men and women.
Ralph Lauren recently tapped Chance the Rapper, a long-time friend of the brand, to celebrate the launch with a digital performance in early September. A pre-performance experience will also be included in the partnership through the support of a global interactive digital fashion Lens that features a Bitmoji of the artist sporting an outfit made up entirely of Ralph Lauren pieces.
“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.”
The digital “Mix and Match” fashion is clearly inspired by the brand’s physical garments and designs. Included in the collection are double-breasted blazers, a racer jacket, a striped rugby shirt, and a track jacket.
Selby Drummond, the head of fashion and beauty on Snapchat, said in a press release that the partnership “is an expansive and holistic venture to bring the Ralph Lauren brand into the digital world.”
She 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 Ralph Lauren labels you love.”