The metaverse is getting a taste of high fashion as designer brand Coach launches its first virtual collection.
The collaboration also marks the first designer collaboration on Roblox's Fashion Famous 2 and social media platform Zepeto.
The initiative is an extension of Coach’s “Find Your Courage” campaign, which highlights individuality and self-expression.
On Fashion Famous 2, Roblox players can claim free Coach fashion items and buy pieces from the Coach 2024 spring collection using in-game currency.
A scavenger hunt within the game also gives players a chance to win a special virtual Coach piece.
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Meanwhile, Zepeto is hosting a Coach-themed experience, complete with an exclusive virtual photo booth.
The Korean social media platform lets users style their avatars, take photos, and interact with friends.
Like Roblox, users will also be able to purchase items from the virtual Coach collection, curated by top creator Nova, using in-game currency.
The collaboration will be available Friday on both Zepeto and Roblox (Fashion Famous 2 and Fashion Klossette).
Coach House on Fifth Avenue in New York will also be hosting a special demonstration for the collaboration, which will be open to the public.
Luxury Brands and Roblox
The “Find Your Courage” campaign, initially revealed in February, featured Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan, and virtual influencer imma, blurring the lines between physical and virtual worlds.
Collaborating with a platform like Roblox is a logical move on Coach’s part, as the brand leverages Roblox’s massive player base.
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Kimberly Wallengren, Coach’s VP of marketing for North America, emphasized the brand’s main goal of reaching a new audience.
“Entering immersive platforms with ‘Find Your Courage’ represents an exciting moment for Coach, marking our innovative leap into connecting with a younger, digital-first audience,” Sandeep Seth, growth officer and coach global CMO at Coach’s parent company Tapestry, said in a statement.
“It’s about creating a space where people can express their individuality and style in an environment where they feel most at home,” he concluded.
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Roblox as a platform boasts a long list of luxury brand collaborations, including Givenchy, Gucci, Nike, Ralph Lauren, and Tommy Hilfiger.
With an estimated 70 million daily active users worldwide, it’s no wonder that advertisers and brands have been flocking to the platform.
Brands not only gain access to a massive audience but also allow them to target the platform's younger demographics.
Dreamworks franchise Shrek also just announced a new gaming experience on Roblox, marking the iconic character’s first official appearance on the platform.
Last month, furniture giant IKEA made headlines when it launched an in-game IKEA store and hired actual employees to work there.
Editing by Katherine 'Makkie' Maclang
