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Ralph Lauren Premieres Clothing Line on 'Roblox'

Ralph Lauren Outfits from the Ralph Lauren Winter Escape on Roblox.
The Ralph Lauren Winter Escape premiered exclusively on Roblox and will run through Jan. 3.

Ralph Lauren has debuted The Ralph Lauren Winter Escape on "Roblox." The holiday-themed experience lets "Roblox" players discover the world of Ralph Lauren through the metaverse. 

An exclusive gender-neutral digital clothing collection featuring limited-edition items will launch within the experience. 

"Our engagement in the metaverse is a natural extension of our lifestyle brand, which, at its core, has always been about stepping into the worlds of Ralph Lauren," says Alice Delahunt, chief digital and content officer, Ralph Lauren. "Our partnership with 'Roblox' builds on years of digital innovation and underlines our belief in the opportunity that virtual spaces and economies present—especially when it comes to the next generation of consumers." 

The Ralph Lauren Winter Escape experience offers winter-themed activities for the global "Roblox" community to enjoy, such as ice skating with friends, warming up at the firepit with a customized hot chocolate from the Ralph's Coffee Truck, toasting marshmallows and a holiday treasure hunt to unlock exclusive accessories.  

"This heartwarming holiday experience instantly transports you into an alpine village where you can explore and enjoy the world of Ralph Lauren together with your friends," says Christina Wootton, vice president, global brand partnerships, "Roblox." "Our community developers have created a unique experience with custom textures for a realistic winter nature backdrop where anyone can try exclusive fashion items and even influence what this environment looks like based on their participation and daily voting results. This is the kind of innovation and co-creation that the 'Roblox' platform and technology enable, opening opportunities for brands to build high-quality, authentic and native connections with brand loyalists and new customers globally."  

The Ralph Lauren Digital Collection, exclusively available for purchase on "Roblox," allows users to customize their avatars with styles that they can try on and purchase at the Polo Shops within the experience. Inspired by Ralph Lauren's Polo Sport line from the 1990s, the exclusive digital collection features eight distinct winter sportswear looks from the Polo Sport, Stadium and Snow Beach archives and current seasons—done in bold colors with sporty graphics. New looks, limited-edition accessories, and surprise bonus items will drop weekly, with drop dates announced via Ralph Lauren's social media. 

The experience was developed in collaboration with a "Roblox" community developer, Funomena, a creative game design and development studio bringing unique and innovative experiences to life on the platform. 

 

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