Ralph Lauren has begun a “long-term partnership” with Snap, starting with the first-ever mix-and-match, branded wardrobe designed for Bitmoji, the personalised cartoonish digital avatars, in a bid to attract a younger customer. As Vogue reports Snapchat users will be able to shop for their Bitmoji in a Ralph Lauren-branded store within the Bitmoji app and Snapchat. They will then be able to dress their character in Ralph Lauren attire and mix it with other non-branded apparel, purchasable as physical versions in stores and online. The collection includes 12 total pieces, including a rugby shirt, a racing jacket and a double-breasted navy blazer. The partnership will also include 3D Bitmoji Lenses that show users’ Bitmoji wearing a Ralph Lauren outfit. The Lens includes a “try now” feature that navigates to the wardrobe to see the full collection. This is the first time that a brand’s design team has designed garments starting with the Bitmoji.


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