Ralph Lauren Collaborates with Snapchat

The famous American Fashion powerhouse ‘Ralph Lauren’ and ‘Snapchat’ have collaborated to promote the brand’s digital platform through the world-famous ‘Bitmoji’ Avatars.  Snapchat’s Bitmoji has been a form of self-expression where everyone can create an avatar making every individual unique. This unique collaboration lets users try out 12 different looks with more than 100 try out features. The Ralph Lauren collaboration will feature in Snapchat’s ‘Mix and Match’ feature where users can customize their outfits in the way they please to do. The iconic Rugby Polo shirt, branded racer jacket, and the double-breasted jacket will all feature in the Bitmoji collection as well.

This allows users to enjoy the Bitmoji services through chats, games, Snapmap and Bitmoji stories. This collaboration has been further initiated into a peppy “Graffiti Mural Initiative Project” also known as the ‘Polo Public Art Project’ where interactive graffiti artists commissioned by Ralph Lauren will come together to create art murals, reflecting the spirit of cities like New York, Chicago and Dallas. Fans can be engaged to come together by scanning these graffiti art murals to life through the AR ‘Snapcode’. Users can also purchase the exact Bitmoji avatar styled in Ralph Lauren clothing by scanning the Bitmoji and be sent to the website directly. Ralph Lauren has also collaborated with the American rapper ‘Chance-The Rapper’ and he will be performing for the launch of Bitmoji X Ralph Lauren collection and will also have his favorite looks being featured as Bitmoji Avatars.

Is this an attempt at increasing Ralph Lauren’s digital presence to cater to the millennials? Snapchat surely has been the best and most realistic digital platform and with just initial collaborations, can Snapchat be the next groundbreaking platform for luxury brands to cater to digital experience? Only time will tell.