Six million Australian Snapchat users will be able to dress their Bitmoji's in classic Levi's pieces, as the brand launches on the platform.
Following the launch of the Jordan Brand and Ralph Lauren, the Levi's collection offers Snapchatters the option to dress their Bitmoji in 12 curated outfits including the classic 501 Original Fit Jeans, Trucker Jackets, and Western Shirts, all available in multiple washes.
Users can also choose the pieces individually to match with other garments.
According to Snapchat's data, 70% of its 249 million daily active users have their Bitmoji linked to their account.
In an exclusive interview with Ragtrader, Bitmoiji CEO and creative director Ba Blackstock said that the business has furthered its fashion partnerships since it introduced the mix and match feature.
"Fashion has always been a part of Bitmoji, because Bitmoji is your visual identity and it's also a medium for self-expression.
"We've been doing partnerships since we started Bitmoji, but it's really evolved just in the last year.
"About a year ago we updated Bitmoji fashion to basically allow users to create their own outfits by mixing and matching different garments, whereas before you had to pick a complete outfit.
"So that really changed what people were able to do in terms of dressing your avatar.
"We went from having a few 100 outfits to I believe the math works out to about something like over two sextillion possible combinations including all the colours that you can use and the different pieces of clothing.
"That is growing exponentially as we add more garments as well as more brands," he said.
Throughout 2020, consumers have been increasingly exposed to virtual try-on capabilities from retailers, with Blackstock adding that users are strongly responding to the new options and use the features to test-out new outfits.
"As we've been releasing these new fashion partnerships, we have seen a massive uptick in people trying on the outfits then changing their outfits.
"They can also now save their outfits, so if you create a specific combo of certain colours or certain clothes that you really like, you can save it into a closet and you can actually have multiple outfits that you change between.
"People use Bitmoji aspirationally with their fashion and we also see people trying out new hairstyles before committing to going to the hair salon," he said.
Aside from the new fashion features, Blackstock said that digital connection, especially during the pandemic, has proven to be a key element of users engaging with Bitmoji.
"Part of the idea of Bitmoji has always been to give people a way to be more connected with each other online - to kind of have a version of yourself that feels more like yourself where you can coexist with your friends in that little space [in your phone].
"I think especially now when it's so much harder to be present with each other physically, that's become even more important than ever," he said.