Polo Ralph Lauren is bringing the new fall children’s wear collection to the web later this month in an innovative way in which a gaggle of children will walk down a virtual runway to create an online storybook named as ‘The RL Gang’.
The storyline revolves around the first day of school after summer break and it 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 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 then 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.
It will help children to shop for themselves, because of the storyline children will able to identify themselves with certain characters, and they can glimpse into closet of that character they like the most which will feature other pieces from the fall collection.