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Once Upon a Time, in the Land of Ralph Lauren…

One upon a time, there lived a little girl in an enchanted castle (er, mall) who loved to shop. She only wore the cutest Ralph Lauren clothes and spent her time counting down the days until she could show off her new Fall 2010 styles to her classmates. Ok, that might not be the premise of the new fall clothing rollout from Ralph Lauren, but it does highlight the innovative new virtual storybook-selling approach hatched up by their imaginative, interactive minds. Look out Dr. Suess!

Experience the new world of Ralph Lauren after the jump…


Instead of the standard boring catalog or runway shots, RL is bringing their back-to-school styles to life with an interactive story book about eight real-life children named “The RL Gang.” Not only are the illustrations gorgeous and the story line of heading back to school fantastique, the story is narrated by none other than Harry Connick Jr.!

You can shop every look directly on the Ralph Lauren website in each character’s very own virtual closet. Once you’re done, parents can purchase a hard copy of the book directly from Tikatok.com to commemorate your first story-book shopping expedition.

What do you think of this new virtual storybook selling approach? Would you shop online from a storybook or rather do it the old fashioned way?

Photos: Ralph Lauren

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