In the face of multiple fashion brands making their mark in the world of gaming or in the Metaverse, Ralph Lauren has joined the game (pun very much intended). Officially announcing their collaboration with Epic Games, the creator and publisher of the globally popular online game Fortnite, the American brand will debut a digital apparel and accessories collection launching in the Fortnite Item Shop, as well as a physical apparel capsule. The latter too, will be heavily inspired by the digital-first collection.
Known around the globe essentially by the Polo Pony, Ralph Lauren has finally specially redesigned the infamous logo after five decades of rich American history as part of this collaboration with Fortnite. The digital collection was created as a digital-first capsule with the influence of the gaming design aesthetic—the pieces showcase Ralph Lauren’s signature artistry and craftsmanship, rendered in high fidelity with incredibly rich detail. Drawing inspiration from the heritage of the brand’s celebrated Stadium collection and Polo Sport line from the 1990s, expect to see a reimagined collection for the Metaverse. The digital collection will debut two outfits, with alternate styles, and additional in-game cosmetics that are available for purchase in the Fortnite Item Shop now.
The physical collection, on the other hand, will help translate the vision of the digital collection to life. Underlining this interplay between digital and physical, the Boot will come to life as a replica of the digital version shown in the Fortnite Outfits, and are available now online and in select Ralph Lauren retail stores and specialty retailers.
“Authentically expressing yourself is core to the player experience inside Fortnite,” says Adam Sussman, President at Epic Games. “Ralph Lauren’s iconic ‘Polo’ design history together with the powerful versatility of Unreal Engine and the unmistakable style of Fortnite have resulted in an inspired campaign and timeless looks that Fortnite players worldwide are sure to love.”
In celebration of the launch, Ralph Lauren also hosted a series of activations to authentically engage the gaming community, including a Twitch livestream launch event, and becoming the first luxury brand to cohost a player tournament in Fortnite. As a pioneer of one of the first brand e-commerce sites more than 25 years ago to creating immersive experiences for consumers through the world of Augmented Reality, this collaboration between Ralph Lauren and Fortnite definitely comes as no surprise.