Every fashionisto worth their salt knows Ralph Lauren for its timeless appeal, its stalwart consistency, and its unwavering pledge to elegance. The brand is, without question, a hallmark of the luxury landscape. Yet, a venture beyond the ordinary now beckons the iconic American fashion house. The dawn of a groundbreaking epoch approaches; one where the worlds of gaming and fashion, physical and digital, interweave in an audacious display of technological and creative prowess. In this thrilling new chapter, Ralph Lauren takes a monumental stride into the enigmatic metaverse with a spectacular interactive spectacle in Fortnite.
In an immersive world called “Race to Greatness,” Ralph Lauren builds an immersive branded universe within the wildly popular multiplayer game. The vibrant and meticulously curated landscape, designed with Fortnite’s Creative toolset and the Unreal Editor for Fortnite (UEFN), features a captivating island shaped like the classic Polo Pony. As a testament to Ralph Lauren’s unwavering attention to detail, the island portrays the adventurous spirit of Polo, meticulously crafted with UEFN, and presents Ralph’s Airplane Hangar, the Rocky Mountains, and the Grand Forests.
Drawing inspiration from previous collections, runway shows, and Ralph Lauren’s own personal garage and homes, the island embodies the architectural spirit of the brand. One will find themselves ensnared by the glossy black floors, a reminiscence of Ralph Lauren’s New York apartment, and entranced by the RL-CF1 Chairs, the Langham Desk, and the Fulton pendants, all taken from the physical Ralph Lauren Home collections. A grand building, fashioned in the form of the P-Wing logo, will enshroud the Polo x Fortnite P-Wing Boot, a symbol of the brand’s enduring style and innovation.
Marking a pivotal moment in the evolution of retail, the Polo x Fortnite P-Wing Boot is Ralph Lauren’s inaugural “phygital” product. Spawned from the digital boot in the original Polo Stadium Collection in Fortnite, the P-Wing Boot will be accessible exclusively on RalphLauren.com. This fascinating intersection of the physical and digital realms encapsulates the emergent zeitgeist of the fashion industry, a testament to Ralph Lauren’s forward-thinking approach.
In a fortnight-long homage to the celebrated Stadium collection and Polo Sport line from the ’90s, Ralph Lauren collaborates with the Fortnite team to design outfits and in-game cosmetics. Here, the brand’s rich heritage finds itself rejuvenated, reimagined for a younger and more technologically-attuned demographic.
Adding another feather in its cap, Ralph Lauren will further enhance the experience with a Hero Trailer, fashioned using the cutting-edge Unreal Engine 5, hinting at the launch of the phygital boot. To commemorate the launch, Ralph Lauren will host a global livestream event on Twitch, August 3rd at 4:30 p.m. ET, where fans will have a chance to interact with top gamers and esports stars. Through the digital spectacle, viewers can expect an immersive encounter complete with interviews, interactive games, and challenges.
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