Snapchat Designer Bags for Bitmoji Avatars, with Prada and Miu Miu Participating in the Launch
Snap Inc., the developer of Snapchat and owner of Bitmoji, has introduced designer handbags for its Bitmoji characters. First announced at the Snap Partner Summit in September, the designer bags launched on Tuesday mark a debut for Bitmoji in this category. Brands Prada and Miu Miu have championed the initiative with digital duplicates of their real-world products. Notable items in this launch include Prada’s Small Galleria Bag in Saffiano Leather and Miu Miu’s Wander Bag, both popular choices among the Gen Z demographic.
Ranging in digital prices from 2 to 11 Euros, these bags can be worn by Bitmoji avatars anywhere within the Snapchat app, whether it be in user profiles, Stickers, the Snap Map, or Lenses.
“The digital bags tie into a growing fashion connection between people and their avatars,” said Geoffrey Perez, global head of luxury at Snap. He indicates that the more than 2.7 billion avatars circulating in Snapchat alone are part of this increasingly fashion-conscious collective.
Perez stated that Prada and Miu Miu hope to build brand equity with younger demographics and engage them with their collections. He stressed the significance of interactive elements and mentioned the possibility of bridging online purchases with in-store experiences. He also mentioned that 74% of Snapchat users already consider their Bitmojis as their digital fashion counterparts, adorning them with their favorite brands.
The 2023 Digital Expression, Fashion & Beauty Trends Report found that 84% of users claim their avatar style influences their real-world fashion choices. Additionally, 54% reveal that their real-life style takes significant inspiration from their avatar’s fashion.
Snap reports that users can unlock other styles from its latest group of Bitmoji collaborators, including Prada’s cashmere cardigan and re-nylon baseball cap and Miu Miu’s chino mini skirt and cropped knitwear. The entire collection encompasses 14 Miu Miu items and potentially 24 garments from Prada.
This may be the first time Bitmojis have ventured into the realm of handbags, but it’s not their first fashion initiative. As Bitmojis have developed from 2D characters to 3D avatars, their digital wardrobes have grown in step, featuring items from renowned brands such as Ralph Lauren, Off-White, Levi’s, and Adidas.
“Humans have digital selves, and they want their Bitmoji to look like them,” stated Perez. He added that Snap’s vision for fashion extends to augmented reality. In 2021, Prada, a long-term Snapchat collaborator, teamed up with the platform for a Bag Try-On AR Lens feature.
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