This is just the latest foray into the big virtual world for Burberry who released an NFT in tandem with Blankos Block Party (All photos: Burberry/Roblox)
Earlier this month, Burberry announced a virtual handbag collection on Roblox, a global online platform connecting millions of people through shared experiences. Taking inspiration from its iconic Lola bag and long-standing affinity for nature and the outdoors, the exclusive limited-edition virtual Lola range comprises five unique handbags in experimental designs.
Created in partnership with one of the Roblox community’s most established digital fashion designers, @Builder_Boy, and with one bag dropping every 24 hours between July 11 and 15, the initiative reflects Burberry’s commitment to experimenting with creativity and going beyond.
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Drawing on Burberry’s spirit of adventure with their playful aesthetic, the five virtual handbags are crafted from extraordinary materials including clouds, water and wild foliage. Community members can dress their avatars with the handbags on Roblox as they explore the platform’s millions of user-generated worlds, encouraging self-expression and discovery.
As part of the collaboration, each handbag is accompanied by an exclusive emote, a unique action that avatars can perform on Roblox, available to users for free for a limited time. The distinctive movements, such as levitation or dance, mirror each handbag’s design theme, with the levitation emote launching in tandem with the Cloud Lola bag, for example. Each handbag and emote will be available for purchase for 24 hours only and can be owned on Roblox and worn across millions of experiences on the platform.
“We are thrilled to partner with Roblox to share a virtual handbag collection and to bring our iconic Lola bag to life in an entirely new creative way,” says Rachel Waller, Burberry’s vice-president for channel innovation.
“The expression of our digital personas is a fascinating concept and one which we know is increasingly important to our customers. Roblox is a platform built on imagination, community and creativity pillars, which are central to our brand, and we’re delighted to bring our virtual products to this community.”
This article first appeared on Jul 25, 2022 in The Edge Malaysia.
