In celebration of Ralph Lauren Childrenswear Spring/Summer 2011 Fashion launch, the company has decided to host an international search for one lucky child to be cast in an upcoming installment of the RL Gang!
This spring, Polo Ralph Lauren expanded their shoppable children’s online storybook collection with the introduction of The RL Gang: A Magically Magnificent School Adventure, a book showcasing their new Spring line. You can view photos and videos in our previous post here. The new RL Gang video officially launched today and is narrated by award-winning actress and mother Uma Thurman.
The modeling contest, is currently live on the RL Gang tab on Ralph Lauren’s Facebook page, and allows parents in the US and UK to upload a photo of their child and then share that photo with friends and family to gain votes. The winning child will be chosen from the group of children with the most votes, flown to New York and cast as a member of the RL Gang!
In addition to their partnership with Room to Grow, Polo Ralph Lauren has again partnered with Tikatok.com, the award-winning children’s publishing platform owned by Barnes & Noble, to produce the printed version of The RL Gang. The book is available starting today (March 3) for $16.95. Readers can either purchase the book in select Ralph Lauren stores or download a digital version on Tikatok and Barnes & Noble.
It is becoming quite obvious that Ralph Lauren has really embraced the digital age, linking their products and fashions to the online world in a very unique way! Other innovative concepts launching this year include Legends Clinics, Lauren by Ralph Lauren online fashion shows, the “user-designed” Rugby online runway show, the Make Your Own Rugby iPhone® application, the Ralph Lauren Collection iPhone application, shoppable QR codes, the first interactive virtual store kiosk, 24-hour interactive store windows and new e-commerce sites for RalphLauren.com and Rugby.com.
Impressive. I wonder if other fashion lines will soon follow suit?