Only on Roblox: Why Burberry is selling one-off cloud and foliage-covered virtual bags

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Burberry is selling handbags made of clouds, water and wild foliage, with each design available for 24 hours only on Roblox, marking the British brand’s latest step toward digital fashion in the metaverse.

The Burberry Lola collection will feature five fantastical virtual bags, leaning into technology to achieve qualities that “would be quite difficult to do” in the physical world, says Rachel Waller, Burberry’s global vice president of channel innovation.

“With this particular project it’s not just about the bag and how it exists in the real world, but it’s playful and imaginative in that if it didn’t have to exist in the limitations of the physical world, what would you do to bring the bag’s attitude and our brand elements to life?” she says.

From 11 to 15 July, an unlimited number of each bag will be released daily, and can be owned and worn across any experience on the gaming platform. A virtual bag costs 800 Robux, the Roblox currency, reflecting the “premium” price point of Burberry’s offering in the real world, says Waller. A physical small-sized quilted lambskin Lola bag costs £1,490. 800 Robux is equivalent to £8.99, according to Roblox, although luxury items have higher resale value on the platform. Gucci’s limited-edition, virtual accessories were priced between $1.20 to $9 on Roblox, for example, but some buyers are willing to cough up large sums for the coveted items in resale. One user paid roughly $4,115, or 350,000 Robux, for Gucci’s Roblox-only bee-embroidered purse.

Burberry is releasing five, limited-edition virtual Lola bag styles on Roblox.

Photo: Courtesy of Burberry/Roblox