Ralph Lauren forms fashion partnership with Snapchat

Ralph Lauren has formed a long-term partnership with Snap, which includes the launch of the first-ever customisable and branded wardrobe for the personal emoji platform Bitmoji.

The newly launched ‘Mix and Match’ Bitmoji feature will display 12 real Ralph Lauren looks for Snapchatters to dress their Bitmojis in. Users opting for a Ralph Lauren look will see the designs in digital experiences both on the Snapchat app and off it, including chat, games, on Snap Map, and in Bitmoji Stories.

“Ralph Lauren is excited to embark on this innovative partnership with Snap,” said 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.”

Designed as an extension of Ralph Lauren’s physical collection, the pieces include classic double-breasted blazers, a branded racer jacket, a striped rugby shirt, and a track jacket. All the looks will also be available to purchase in real life through the Ralph Lauren website and select Ralph Lauren retail stores.

Eventually, over the next six months, every Polo shirt within Bitmoji will be branded with Ralph Lauren’s signature polo player logo.

“This partnership is an expansive and holistic venture to bring the Ralph Lauren brand into the digital world,” said Selby Drummond, Snap’s Head of Fashion and Beauty. “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. We’re thrilled to see Ralph Lauren leading the way as brands embrace the world of digital fashion.”

Ralph Lauren and Snap have also linked up on a series of interactive street artwork to celebrate the brand’s famous Polo shirt. These ‘Polo Public Art’ project murals from local graffiti artists in New York, Chicago, and Dallas are enabled with augmented reality animation via Snap Codes to bring the art to life.