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Ralph Lauren debuts in Fortnite via Epic Games partnership

By Rachel Douglass

1 Nov 2022

Business

Image: Fortnite X Ralph Lauren

Ralph Lauren is stepping into the virtual gaming world of Fortnite with the launch of a digital apparel and accessories collection, as well as a physical apparel capsule.

Made alongside the game’s creator Epic Games, the digital-first line will showcase the American brand’s signature design aesthetics in the virtual world, including its notable logo, the Polo Pony, which has been redesigned to commemorate the collaboration.

Beginning November 5, two outfits will be made available as part of the partnership, with alternating styles and additional in-game cosmetics, all of which can be purchased via Fortnite’s Item Shop.

The duo’s physical collection, available from November 2, will translate the digital designs into real life garments in a bid to underline an interplay between digital and physical.

The first drop will launch through Ralph Lauren’s e-commerce site, with further replicas of Fortnite pieces to be made available in the coming months.

To celebrate the launch, the brand will host a series of activations, including a Twitch livestream event hosted by popular streamers over the course of three hours, as it attempts to authentically engage Fortnite’s community.

Additionally, on November 4 players will be able to enter a global online tournament in the game co-hosted by Ralph Lauren.

Participants of ‘The Polo Stadium Cup’ will be able to earn in-game rewards, including first access to the brand’s new collection.

In a release, David Lauren, chief branding and innovation officer at Ralph Lauren, said on its Fortnite entry: “Our partnership represents a completely fresh take on the Ralph Lauren brand – designing for the metaverse first – that is thoroughly focused on the future.

“We are excited to continue to lead digital exploration, building on our decades-long track record of pioneering innovation.”

Digital Fashion
Fortnite
Gaming
Ralph Lauren