We already know that carrying a handbag is just as much about self-expression as it is practicality. Burberry are taking this idea to another level with the introduction of the virtual Lola bag on Roblox. Created in partnership with digital designer Samuel Jordan (better known as @Builder_Boy), the British brand’s latest foray into virtual fashion comprises of five unique variations of the signature bag. While the digital asset won’t have the capacity to hold your wallet and keys, the unique designs were dreamed up to widen the scope of self-expression on the growing virtual platform. Along with expanding your digital persona’s wardrobe, each design also unlocks a unique emote adding an additional dimension of socialising on the ever evolving world of Roblox. ‘Self-expression through digital fashion and personalisation of avatars is an important part of their day-to-day experience on the platform’, explains Roblox’s VP of global partnerships Christina Wootton.
While this marks Burberry’s first collaboration with Roblox, it is just the latest in their Web 3.0 ventures. In 2021 the brand best known for its signature Nova check and gabardine trench coats partnered up with Blankos Bloc Party on a collection of NFTs and accessories that users could add to their virtual portfolio. Back in 2020, they called upon Nick Knight and Tom Wandrag to create a virtual campaign made in CGI, featuring model Kendall Jenner.
Still, this partnership with Roblox marks an important step forward in the brand’s continued exploration of the metaverse. ‘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 build on imagination, community and creativity pillars which are central to our brand, and we’re delighted to bring our virtual products to this community’, explains Burberry’s VP of Channel Innovation Rachel Waller.
From July 11-15, one of five limited edition virtual Lola handbag designs (and accompanying emote) will be released at 5PM BST on the Roblox Avatar Marketplace, where it will be available for 24 hours.