Since its establishment in 1967, loyal customers of Ralph Lauren have always been able to rely on one thing staying the same - the polo horse logo. Through all the various collections and fashion trends, it was a constant feature of their clothing, reassuring its customers that they could expect the same high-quality clothing. Now in November 2022, for the first time in the brand's history, they're shaking things up, reinventing their logo in honor of their most recent collaboration with Fortnite. Here's everything we know about this unexpected and surprising partnership.
When one thinks of Ralph Lauren, words such as preppy and traditional come to mind. For this reason, when they announced their partnership with the popular video game Fortnite, many were confused as to how it came about. Is a designer clothing brand a good fit in the virtual world?
The collection will include various apparel and accessories, which are all influenced by the aesthetics of the Fortnite game. Most notably, they will all boast the new Fortnite-inspired logo. The digital version of the collection will be available on the Fortnite Item Shop from November 5, while the physical, real-life-size pieces will be available from November 2. Epic Games president Adam Sussman praised the companies' joint efforts, which "resulted in an inspired campaign and timeless look that Fornite players worldwide are sure to love." "Authentically expressing yourself is core to the player experience inside Fortnite," he noted.
This move towards joining up with the metaverse is part of a broader trend seen in the luxury, designer fashion industry. Brands such as Gucci and Balenciaga have also been embracing the digital realm in their collections; understanding technology is now the best way to grow the customer base. "Ralph Lauren has always designed dreams and created new worlds, and today, our collection with Fortnite will deliver a first-of-its-kind experience to a new community of next-generation players and consumers," said David Lauren, Ralph Lauren's chief branding and innovation officer. Shop this monumental collection on their website now and keep your eyes peeled for the second drop of new products in December!