Levi’s has become the latest retailer to release a range of virtual clothing especially for Snatchat users’ Bitmoji avatars.
The Levi’s x Bitmoji collection was launched last week featuring 12 of the fashion brand’s most iconic products, including its 501 Original Fit Jeans and Sherpa jackets.
While each product in the collection will be available to purchase from Levi’s website in real life, they will also be available to purchase virtually via Snapchat for the first time.
These virtual garments will allow users to dress their virtual avatars in branded Levi’s gear, and mix them with thousands of other virtual garments, some from other real-life fashion brands.
Users’ outfits will be visible in in-app features like Snap Map, Bitmoji Stories, integrated mobile games and Snapchat’s augmented reality lenses.
In August, luxury fashion brand Ralph Lauren became the first to launch a range of products on Bitmoji, entering a multiyear collaboration.
Snap’s head of fashion and beauty Selby Drummond said at the time: “This partnership is an expansive and holistic venture to bring the Ralph Lauren brand into the digital world.
“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.”