What: Burberry is releasing limited-edition virtual Lola handbags on Roblox for only 24 hours.

Why it is important: Digital fashion leader Burberry is continuing its adoption of virtual clothing through its first sale of limited-edition Lola handbags on Roblox.

The bags include clouds, foliage, and other natural elements that would only be possible in the digital world. Each design will only be available for purchase for 24 hours. From 11 to 15 July, an unlimited number of each bag will be released daily costing 800 Robux, the Roblox currency. It may be less expensive than the real handbag, but luxury items have higher resale value on the platform. For example, Gucci's limited-edition, virtual accessories were priced between 1.20USD to 9USD on Roblox, but some buyers were willing to cough up large sums for the coveted items in resale. One user paid roughly 4,115 USD, or 350,000 Robux, for Gucci's Roblox-only bee-embroidered purse.

Burberry has focused primarily on gaming and in-game NFT series making this the first time it is selling virtual products to its expanding community on the Roblox platform.

Burberry’s limited-edition virtual bags for Roblox