Quick take:
- Until July 15, one limited edition virtual bag will be dropping every 24 hours.
- The collaboration with the Roblox creator community marks Burberry’s latest foray into digital fashion.
- The virtual bags can be purchased on the Roblox Avatar Marketplace.
Burberry is dropping five exclusive limited edition virtual bags inspired by the brand’s iconic Lola bag.
The virtual Lola bags are created in partnership with Samuel Jordan aka Builder_Boy, one of the most established fashion designers in the Roblox community. Inspired by Burberry’s affinity for nature and the outdoors, the virtual bags feature elements and materials including clouds, water and wild foliage.
As part of the collaboration, each handbag is accompanied by an exclusive “emote”, an action that avatars can perform on Roblox, available to users for free for a limited time. The movements, such as levitation or dance, mirror each bag’s design theme. For example, the avatar that owns the Cloud Lola Bag can use the levitation emote.
“We are thrilled to partner with Roblox to share a virtual handbag collection and to bring our iconic Lola bag to life in an entirely new creative way. The expression of our digital personas is a fascinating concept and one which we know is increasingly important to our customers. Roblox is a platform built on imagination, community and creativity pillars which are central to our brand, and we’re delighted to bring our virtual products to this community,” said Rachel Waller, VP Channel Innovation at Burberry.
This collaboration with Roblox’s creator community marks Burberry’s latest foray into digital fashion. It follows the luxury house’s earlier virtual experiences including its first in-game NFT collection in partnership with Mythical Games in August 2021. Last month, Burberry announced the continuation of its partnership with Mythical Games to release a second NFT collection in its flagship title, Blankos Block Party.
Roblox has been ramping up its fashion partnerships in recent months. The platform’s previous Director of Sales, Winnie Burke, was recently appointed Head of Fashion & Beauty Partnerships. She helped secure recent fashion brand partnerships with Gucci, Ralph Lauren, Nike, VANS, Tommy Hilfiger and Givenchy Beauty.
“For our global community of over 50 million daily active users, self-expression through digital fashion and personalization of avatars is an important part of their day-to-day experience on the platform,” said Christina Wootton, VP of global partnerships, Roblox. “Roblox enables people to be whoever they want to be, create and experiment with personal style and fashion. We are excited to welcome Burberry to our platform with this creative accessory line that expands our already vast collection of avatar personalization options with luxury items created in collaboration with our community.”
During Jul 11-15, one limited-edition virtual Lola handbag and accompanying emote will be released at 5pm BST daily for purchase in the Roblox Avatar Marketplace for 24 hours only, and can be owned and worn by avatars on Roblox.
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