Burberry’s virtual handbags have been created in collaboration with Samuel Jordan, a renowned digital fashion designer from the Roblox community.
Burberry is launching five exclusive limited edition virtual handbags inspired by the brand’s iconic Lola handbag.
The virtual Lola bags have been created in collaboration with Samuel Jordan aka Builder_Boy, one of the Roblox community’s most established fashion designers.
Inspired by Burberry’s affinity for nature and the outdoors, the virtual bags feature elements and materials such as clouds, water and wild foliage.
https://twitter.com/Burberry/status/1546528697053843456
As part of the collaboration, each bag is accompanied by a unique “emote,” an action that avatars can perform in Roblox, available to users for free for a limited time.
The movements, such as levitating or dancing, reflect the theme of each bag’s design. For example, the avatar owning the Lola Cloud Bag can use the levitation emote.
“We are thrilled to partner with Roblox to share a collection of virtual bags and bring our iconic Lola Bag to life in a whole new creative way. The expression of our digital characters is a fascinating concept and we know it is increasingly important to our customers. Roblox is a platform built on the pillars of imagination, community and creativity, which are fundamental to our brand, and we are thrilled to bring our virtual products to this community,” said Rachel Waller, VP of Channel Innovation at Burberry.
https://twitter.com/Burberry/status/1546888207236743170
Burberry and Roblox
This collaboration with the Roblox maker community marks Burberry’s latest foray into digital fashion. It follows the luxury house’s previous 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 launch a second NFT collection in its flagship title, Blankos Block Party.
Roblox has ramped up its fashion partnerships in recent months. The platform’s former director of sales, Winnie Burke, was recently named director of fashion and beauty partnerships.
She helped secure recent partnerships with fashion brands such as Gucci, Ralph Lauren, Nike, VANS, Tommy Hilfiger and Givenchy Beauty.
“For our global community of more than 50 million daily active users, self-expression through digital fashion and avatar customization is an important part of their daily experience on the platform,” said Christina Wootton, vice president of global partnerships at Roblox. “Roblox allows people to be whoever they want to be, create and experiment with personal style and fashion. We are thrilled to welcome Burberry to our platform with this creative line of accessories that expands our already extensive collection of avatar customization options with luxury items created in collaboration with our community.”
From July 11-15, a limited edition virtual Lola bag and accompanying emote will go on sale at 17:00 BST daily in the Roblox Avatar Marketplace for 24 hours only, and can be owned and worn by avatars on Roblox.
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