Burberry has revealed a collection of virtual handbags which will soon be available on the global online platform Roblox.
Taking inspiration from the brand’s iconic Lola bag, this exclusive limited edition collection of virtual creations highlights Burberry’s longstanding affinity for nature and the outdoors with five handbags that take inspiration from natural elements with experimental designs.
Created in partnership with @Builder_Boy, one of the Roblox community’s most established designers the virtual bags feature colourful compositions with the addition of natural elements such as clouds, water and wild foliage.
Members of the virtual community can dress their avatars with the handbag, wearing it throughout the Roblox platform as they explore the user-generated worlds.
The handbags are dropping throughout this week and are each accompanied by an exclusive emote, a unique action that avatars can perform on Roblox, available to users for free for a limited time. The distinctive movements, such as levitation or dance, mirror each handbag’s design theme.
Rachel Waller, VP Channel Innovation at Burberry said: “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.”
Christina Wootton, VP of global partnerships at Roblox followed with: “For our global community of over 50 million daily active users, self-expression through digital fashion and personalization of avatars is an important part of their day-to-day experience on the platform. 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 personalization options with luxury items created in collaboration with our community.”
The virtual Lola handbags and accompanying emote are being released one per day until 15th July and are available for purchase in the Roblox Avatar Marketplace. Each handbag and emote will be available to purchase for 24 hours only and can be owned on Roblox and worn across millions of experiences on the platform.