Ralph Lauren Launches the RL Gang Virtual Shopping Experience

Just in time for the back to school season high-end shopping brand Ralph Lauren is launching a children’s story book, “The RL Gang”,  that is actually a subliminal virtual shopping experience.  The book exists in print and digital format allowing children to click through the story of 8 school chums as they head back to school, elegantly dressed in you guessed it, Ralph Lauren.  I was treated to a sneak peak of the storybook, and the children’s clothes the book highlights, last week at an elegant event at the Ralph Lauren library during the BlogHer conference.

David Lauren, Senior Vice President of Advertising, Marketing and Corporate Communications, calls the book “merchantainment.”   The beautifully illustrated book provides a lovely children’s story, but it also provides a beautiful advertorial for Ralph Lauren’s children’s clothes.  The book launches on August 18th, with narration by singer/actor Harry Connick Jr. for the online version.   I received a sample copy of the print book at the BlogHer event, and have already passed it on to my niece, and children’s correspondent, the Recessioniecesta.  Frankly, I now live in fear of the impending phone call from the “Recessioniecesta” as I know she will be anxious to acquire some of the cute clothes that the “RL Gang” are showing off.  But I am ok with that. The clothes worn by the RL Gang in the book are charming. They  remind me of 1930s styles with newsboy caps, ruffled collars, sweater vests, short pants and skirts.  I would rather have my niece looking like a darling little doppelganger for Kit Kittredge than wearing some of the fashions from injustice 🙂  One thing I like about Ralph Lauren for children is that it is age appropriate.  They are also having a fantastic sale right now with some styles up to 70% off, so if you are looking for back to school styles, check it out.

Beyond the children’s wear, and the storybook, I was intrigued by the beautiful “little black dresses” from the Lauren line for women. If you’re looking for classic, and figure flattering designs at a great price, you will definitely want to check out the Lauren line.  Many of the little black dresses are under $100.00.  My favorite is the Ian shirred jersey dress for $124.00.

To learn more about “The RL Gang” virtual storybook, check out this sneak preview video.  The book will be available August 18th on RalphLauren.com and Bloomingdales.com

For the first month after its release, 15% of the proceeds  from “The RL Gang” will go to the Ellis Marsalis Center for Music in New Orleans’ Musician’s Village, a charity close to the book’s narrator, Harry Connick Jr.’s heart.

Note: Special thanks to Olympus for loaning me the new Olympus Pen digital camera  which I used to take pictures of this event.