Burberry has released a virtual handbag collection inspired by the Lolo bag on the open-world platform Roblox.
The exclusive limited edition virtual Lola collection consists of five unique handbags that reflect Burberry’s spirit of adventure and affinity for nature and the great outdoors. Designed in collaboration with one of the most established digital fashion designers in the Roblox community, @Builder_Boy, the virtual bags are crafted from materials such as clouds, water and wild foliage.
Each bag will be available on the Roblox Avatar Marketplace for 800 Roblox, which is approximately $9.99, for 24 hours only, from July 11th to July 15th. The digital fashion items can then be used on the Roblox platform and members can dress up their avatars with the handbag.
Rachel Waller, vice president of channel innovation at Burberry, said in a statement: “We are thrilled to be collaborating with Roblox to share a virtual handbag collection and bring our iconic Lola bag to life in a whole new creative way. Expressing our digital personalities is an intriguing concept that we know is becoming increasingly important to our customers.”
It’s not Burberry’s first foray into digital fashion and follows previous virtual offerings from the luxury house, including the launch of its first online game B Bounce in October 2019, followed by the Ratberry expansion to celebrate the Chinese New Year in January 2020.
In July 2020, Burberry also launched its first multiplayer game, B Surf, developed by Burberry’s digital teams in support of the TB Summer Monogram campaign. In August 2021, the fashion label launched its first in-game NFT collection in partnership with Mythical Games, and this June Burberry continued their partnership to release a second NFT collection in its flagship title, Blankos Block Party. The collection included a limited edition Burberry blank, a unicorn named Minny B and a selection of Burberry-branded in-game accessories for players to add to their virtual portfolio.
This translated post previously appeared on FashionUnited.uk.