American fashion firm Ralph Lauren to debut Winter Escape on Roblox

Against the backdrop of the ultimate snowy alpine landscape, The Ralph Lauren Winter Escape experience offers engaging winter-themed activities for the global Roblox community to enjoy, such as ice skating with friends, warming up at the firepit with a customised hot chocolate from the Ralph’s Coffee Truck, toasting marshmallows and a holiday treasure hunt to unlock exclusive accessories. At the centre of the world is a holiday tree that is decorated by the community to activate new rewards and additions to the world, the two companies said in a joint media release.

The Ralph Lauren Digital Collection, exclusively available for purchase on Roblox, allows users to customise their avatars with iconic 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 from current seasons—done in bold colours with sporty graphics.

New looks, limited-edition accessories and surprise and delight bonus items will drop on a weekly basis, with drop dates to be announced via Ralph Lauren’s social media handles.

“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,” said Alice Delahunt, chief digital & 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.”

“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,” said Christina Wootton, vice president, Global Brand Partnerships, Roblox.

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.

The Ralph Lauren Winter Escape debut exclusively on Roblox on December 8, 2021 and will run through January 3, 2022.

Fibre2Fashion News Desk (KD)