Burberry has announced its introduction of a virtual handbag collection on Roblox, a global online platform connecting millions of people through shared experiences.
As part of the collaboration, each handbag is 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, with the levitation emote launching in tandem with the Cloud Lola bag, for example.
During July 11-15, 2022, one limited-edition virtual Lola handbag and accompanying emote will be released at 5pm BST daily over a five-day period 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.
Taking inspiration from the brand’s iconic Lola bag and Burberry’s long-standing affinity for nature and the outdoors, the exclusive limited-edition virtual Lola range is comprised of five unique handbags in experimental designs. Created in partnership with one of the Roblox community’s most established digital fashion designers, @Builder_Boy, and with one bag dropping every 24 hours from Monday 11th July, the announcement reflects Burberry’s commitment to experimenting with creativity and going beyond.
Drawing on Burberry’s spirit of adventure with their playful aesthetic, the five exclusive virtual handbags are crafted from extraordinary materials including clouds, water and wild foliage. Community members can dress their avatars with the handbag to wear on Roblox as they explore the platform’s millions of user-generated worlds, encouraging self-expression and discovery.
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.”
“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,” said Christina Wootton, VP of global partnerships, Roblox. “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.”