Curled up reading the wonderful The Week Magazine this evening, this story caught my eye and made me wonder how far brands will go to sell their wares.
Ralph Lauren have produced "The RL Gang: A Magically Magnificent School Adventure" (*cue finger down throat and theatrical retch*).
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| "Do we look like we're having fun?" |
It follows the adventures of (presumably extremely wealthy) kids called names like Willow, Hudson and Willow as they skip through their impossibly Magnificent childhoods. You even get the chance to "look inside Oliver's closet" (Perverts!) and buy his Fair Isle cashmere sweater ($75).
“We are raising the bar by expanding the retail environment to new platforms,” said David Lauren, Executive Vice President of Advertising, Marketing and Corporate Communications. “By delivering a best-in-class virtual shopping experience to both parents and their children, our customers can discover their style in a way that is engaging, informative and entertaining.”
... and possibly a bit lame.
If you're too busy to read to your precious darlings, don't worry, there's a video narrated by Uma Thurman so you can plonk them in front of the telly instead.
They're even donating to charity (not much, but a bit) to help foster that caring mother/baby-type vibe,
"As Polo Ralph Lauren is dedicated to children everywhere and the preservation of the arts and education, the Company will donate 15% of all proceeds from the first month of sales of the Childrenswear Spring 2011 collection on RalphLauren.com to Room to Grow—a charitable organization chosen by Uma Thurman. Room to Grow is an innovative program which provides parents raising babies in poverty with one-on-one parenting support and essential baby items throughout their children’s critical first three years of development."
The first MONTH of sales?
Well done, Ralph Lauren, for the magnanimous gesture but I think I'd rather dress my kids in something less prissy and take them to the park instead.
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