UK’s Burberry launches virtual handbag collection on Roblox

Based on the themes of adventure and playful aesthetics, the five virtual handbags will be fashioned from unusual materials including clouds, water, and wild foliage, according to a press release. Community members can accessorise their avatars with the handbag as they navigate the user-generated worlds on the Roblox platform. Each virtual handbag will also come with an exclusive emote, which is a special action that avatars can perform on Roblox. This emote will be available to users for free for a limited period. Different movements will complement each handbag’s design theme.

“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. 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,” Rachel Waller, vice president channel innovation at Burberry, said in a statement.

British luxury fashion house Burberry has introduced a virtual handbag collection on online gaming platform Roblox. The project is in collaboration with Builder Boy, one of Roblox community’s digital fashion designers. Inspired from the brand’s classic Lola bag, the exclusive limited-edition Lola range comprises five handbags in experimental designs.

“For our global community of over 50 million daily active users, self-expression through digital fashion and personalisation of avatars is an important part of their day-to-day experience on the platform,” said Christina Wootton, vice president of global partnerships, Roblox. “Roblox enables people to be whoever they want to be, create and experiment with personal style and fashion. We are excited to welcome Burberry to our platform with this creative accessory line that expands our already vast collection of avatar personalisation options with luxury items created in collaboration with our community.”

One limited-edition virtual Lola handbag and an accompanying emote are being released over a five-day period for purchase in the Roblox Avatar Marketplace till July 15, 2022, the company said. Each handbag and emote will be available for sale for only 24 hours and can be owned on the Roblox platform.

Fibre2Fashion News Desk (NB)