Burberry Taps Roblox for Virtual Handbag Collection
Inspired by the brand’s signature Lola bag.
In partnership with global online platform Roblox, Burberry has launched a virtual collection of handbags influenced by the brand’s “longstanding affinity for nature and the outdoors,” according to a press release.
Drawing inspiration from Burberry’s signature Lola bag, the limited-edition virtual range consists of five unique handbags in playful designs. Crafted from materials like clouds, water and wild foliage, the collection was created in partnership with Builder Boy, one of Roblox’s most renowned digital fashion designers. For a limited time, Roblox community members will be able to dress their avatars with the virtual bag, leaning into Burberry’s adventurous spirit.
As a reflection of the brand’s commitment to experimentation, the collection will release in a staggered series with one bag dropping every 24 hours. Completing the collaboration is an exclusive emote that will be available to users for free for a limited time.
On the collection, Burberry’s VP Channel Innovation Rachel Waller explains that “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.”
The limited-edition range is available for purchase in the Roblox Avatar Marketplace from today until July 15.