NEW YORK — After breaking new fashion ground with virtual runway outings for its Rugby and Lauren by Ralph Lauren lines, Polo Ralph Lauren is bringing the new fall children’s wear collection to the Web later this month.
But rather than have a gaggle of children walk down a virtual runway in the way models did for Rugby and Lauren, Polo created an interactive, online storybook with characters in full Ralph regalia. Dubbed “The RL Gang,” the story line evolves around the first day of school after summer, and features eight real-life children making their way through an illustrated world narrated by Harry Connick Jr.
“It started with the idea of doing a fashion show,” David Lauren, Polo Ralph Lauren Corp.’s senior vice president of advertising, marketing and corporate communications, said. “Everyone felt that we needed to push it even further. We could create something that would celebrate the tradition and family spirit of Ralph Lauren.”
The story features the children on their first day back at school. When their teacher, Professor Randolph Lattimer, opens “The Incredible Book of Fantastic Things” and asks the young ones to close their eyes, they are taken to a fantasy world that is perfect but for one dying apple tree. The kids rescue the tree by watering it. The story concludes with each child deciding who to give the apples to. The storybook, which is launching in an exclusive partnership with Bloomingdale’s, targets children ages two and eight with looks from the collection that shoppers can click on and purchase through ralphlauren.com and bloomingdales.com. It will launch Aug. 18.
“The experience was really [conceived] as a shoppable storybook,” Lauren said. “But we didn’t want them to just shop by template. Beyond being able to shop the video while the story is going on, you can also go into the closet of any character.”
In other words, children who identify with a specific character also can choose to get a glimpse into each character’s virtual closet, which features many other pieces from the fall collection that are available for sale.
An $18.95 hard copy of the book is also available on-demand at Tikatok.com.
Polo sells its children’s wear worldwide, and is translating the virtual story into eight languages.
For the first month, 15 percent of the proceeds from sales of the line on ralphlauren.com will go to the Ellis Marsalis Center for Music in New Orleans’ Musician’s Village. Connick was instrumental in its creation after Hurricane Katrina hit the region.
Ralphlauren.com celebrates its 10th anniversary this year, and recently introduced several innovative concepts, including an online tennis clinic with Boris Becker during the Wimbledon tennis championships. “Because this is our 10th anniversary, we are really trying to roll out something new every month that is ground breaking and changes the way people use the Internet,” Lauren said.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)