MEXICO CITY.- The luxury firm Ralph Lauren announced that it was associated with the Avatar Simulation and Social Networks application, Zepeto.

Zepeto allows users to function in a completely articulated virtual world, to socialize with others using a personalized 3D avatar.

In this way, users can buy a collection of luxury firm's clothing, Ralph Lauren, completely digital, to watch their avatar with exclusive brand products.

The digital products that Ralph Lauren X Zepeto will offer include 12 looks and more than 50 exclusive items ranging from vintage to the brand's summer collection.

In addition, users may have access to a thematic virtual world of Ralph Lauren, which will include digital versions of three locations of iconic brands such as Madison Avenue Flagship and Ralph's Coffee Shop.

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Alice Delahunt, Digital Director of Ralph Lauren, said, in a statement, that the new collection of the firm with Zepeto further demonstrates the belief of innovating in virtual worlds, which is essential to involve the next generation of consumers.

It is not the first time that Ralph Lauren enters the world of augmented reality, because the luxury firm had launched a Bitmoji collection, in addition, worked with Snapchat virtual reality technology and, recently, it was associated with G2 ESports.

It must be remembered that the fashion of augmented reality took off last year when the world faced a global blockade for the pandemic, therefore, brands such as Valentino and Marc Jacobs launched this trend when designing attire to which users could access through a code forthat could dress with exclusive clothes.

*JM