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Ralph Lauren in collaboration with Snapchat will bring collection for Bitmoji

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Ralph Lauren has started a "long-term partnership" with Snapchat, starting with the brand's first outfits, designed for Bitmoji, personalized digital avatars, in an effort to attract younger customers.

Snapchat users will be able to make purchases for their Bitmoji at a Ralph Lauren brand store within the Bitmoji and Snapchat app.

They will wear their character in the Ralph Lauren outfit and mix it with other non-branded outfits, purchased as physical versions in stores and online.

Ralph Lauren in collaboration with Snapchat will bring collection for Bitmoji 1

This is the first time a brand's design team has designed clothing starting with Bitmoji, says Snpachat fashion and beauty head Selby Drummond.

Apps and platforms that let people interact with fashion have reported increased usage in 2020, largely due to people spending more time on mobile devices amid the pandemic.

"Bitmoji are important tools of self-expression in the digital and social space. "As the world of digital avatars continues to accelerate, it's interesting for us to test and learn how audiences respond to fashion in this space," said Alice Delahunt, chief digital officer at Ralph Lauren.

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