Ralph Lauren has struck a partnership deal with Fortnite in hopes of inventing the first-ever fashion collection by combining digital pieces that are designed for the video game into a “phygital” (physical and digital aspects) fashion collection complemented by a series of virtual and physical events.
Phygital Partnership Deal
American Fashion brand, Ralph Lauren has partnered with Fortnite to produce a fashion line that is both or will include a physical and digital fashion collection.
Ralph Lauren is redecorating its trademark Polo Pony logo for the first time as part of its collaboration with Fortnite.
Fortnite is an online video game that is owned by Epic Games. The game currently has about 80 million active users counted on a monthly basis.
The in-game clothing for Fortnite to be designed by Ralph Lauren will include the brand’s polo player sitting on top of the llama logo, which is the logo of Fortnite.
The reconceptualized logo will be highlighted on the digital fashion pieces as well as on two ‘Polo 1991’ jumpsuits.
On November 2, physical merchandise, sweaters, and polo shirts that have been redesigned with the reimagined logo will be released.
Other fashion pieces that are inspired by digital skins on Fortnite will also be released. On December 1, the second drop will be made available online and in Ralph Lauren stores.
In the coming months, a Fortnite-centered boot will be materialized into a physical shoe to give players the opportunity to wear a duplicate or replica of their in-game footwear.
Prices for both the physical and digital pieces range from $10.39 to $11.99. The purchase of accessories is also available and can be bought individually at the price ranging from $59.50 to $188.
The Fashion brand is planning to host a virtual Fortnite tournament along with a Twitch live stream.
This marks the fashion brand’s largest venture into the Metaverse at present after its collaborations with Bitmoji, Roblox, and Zepeto.
In a statement, Chief Branding and Innovation Officer, David Lauren said that the fashion brand has “always designed dreams and created new worlds”.
He states that this association with Fortnite will offer a new, one of a kind experience to the next generation players and consumers.
A well known Fortnite player by the name Ali Hassan, otherwise known by his in-game alias SypherPk, said that he likes to characterize his Fortnite game character through virtual clothing to represent individuality and “personal style”.
Hassan said, “Polo has always been an iconic brand and one that I’ll be sporting for a while”, clearly displaying his support for the collaboration. In this generation, we see a sudden interest in fashion in the gaming community.
President of Epic Games, Adam Sussman states that authentic expression of oneself is essential to have a good gaming experience in Fortnite.
In a statement, he said that the partnership between Ralph Lauren and Fortnite and the intertwining of the fashion brand’s historic logo with Fortnite “has resulted in an inspired campaign and timeless looks”.
The cultural impact and vibrancy of Fortnite coupled with the solid connections of the online game to sports, music, and fashion are what attracted Ralph Lauren for the collaboration to take place.
David Lauren said that the fashion brand’s collaboration with Fortnite is something that is absolutely new for the company.
This new aspect lies in inventing or fashioning for the metaverse. The metaverse represents or emphasizes the future, according to Lauren.
Initially, Ralph Lauren first collaborated with Bitmoji in the year 2020 for a digital fashion collection with the first branded collection fashioned specifically for avatars.
Subsequently, the fashion brand composed costumes for avatars on Zepeto and established a purchasable Roblox experience with winter sportswear looks.
Ralph Lauren’s partnership with Fortnite is the first time in which the signature logo of the fashion brand is reconceptualized after having retained its original for 55 years.
As mentioned, the logo, polo player, will merge with Fortnite’s llama. This is a clear demonstration of the faith that the fashion brand has in the Metaverse and its potential to go beyond.
There has been an increasing number of collaborations between Fashion brands and video games. Ralph Lauren and Fortnite’s partnership deal is not the first collaboration between a fashion brand and a video game platform.
In actuality, before Ralph Lauren, Fortnite has been in cahoots with fashion brands ranging from the luxury fashion house, Balenciaga to Moncler.
Apart from Fortnite, there is also a partnership between Roblox and Gucci. Louis Vuitton skins were instrumental in the wardrobe designs of the League of Legends and the newest is Burberry’s collaboration with Minecraft.
All these collaborations seek to tap into the potential of the Metaverse and the wondrous things it could do for the future.
