Ralph Lauren is delving into the world of digital fashion by designing a virtual clothing line inside South Korean social network Zepeto.
Around 200 million users will have access to the line inside the virtual world.
The partnership with the social media site will mark the clothing brand’s first foray into digital products which include 12 looks and 50 unique items.
The collection will feature a range of vintage and classic styles as well as the brand’s latest summer collection.
Each item of clothing sold in the app will cost anywhere from 14 to 40 ZEMs, which is the platform’s digital currency and equates to anything from $0.57 to $2.86.
The more expensive items include Polo bear sweatshirts and madras shirts while the cheaper products include accessories like sunglasses and baseball caps.
Ralph Lauren’s flagship store on Madison Avenue has also been recreated within the app for users to visit while they undertake a “quest” to explore the in-app location.
It is then followed by a live virtual concert by K-pop band Tomorrow x Together next month.
The bands’ avatars will all be wearing Ralph Lauren’s 3D collection while taking virtual selfies with fans that are shareable on social media.
Ralph Lauren chief digital officer Alice Delahunt said that the Asia-Pacific market is a “hugely important market for us,” in an interview with Forbes.
“Ralph Lauren himself as a man and a designer has always been known for bringing his product to life through worlds.”
“And that’s why this is so interesting for us because we literally get to build a world that consumers and users can interact with and sell product to, but we start with the world.”