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With the intersection of fashion and digital realms, brands are entering the gaming space. They are embracing gaming as the new frontier, followed by magazine covers and traditional runways. The global gaming industry, which is valued at more than $200 billion, provides an opportunity for fashion labels to connect with a vast range of audiences as Gen Z and Millennials are spending an increasing amount of time in digital spaces. This, in turn, helped them to enhance visibility, drive revenue, and foster community engagement.
Here are the key strategies the fashion brands are incorporating to enter gaming.
Digital Wearables
Fashion brands are creating exclusive in-game apparel/skin for popular games such as Roblox, Fortnite, and League of Legends. The players have the facility to customise their avatars with high-end fashion looks. This leads to reinforcing the brand identity and offering the players a unique form of self-expression.
- In September 2021, Balenciaga partnered with Fortnite to drop high-end fashionable skins, bringing the real-life couture into the metaverse.
- In November 2022, Ralph Lauren collaborated with Fortnite to release a Polo Stadium collection, showcasing both physical and digital apparel.
- In April 2023, Moncler launched an in-game skins collection for Fortnite, showcasing reactive outfits that change colours based on digital altitudes.
- Gucci partnered with The Sims 4 for exclusive virtual outfits influenced by real-life collections In March 2023.
- Burberry partnered with Minecraft to design a series of luxury fashion skins and accessories influenced by its classic designs in May 2022.
- Nike’s Jordan label teamed up with Fortnite in October 2021 to introduce the Air Jordan sneaker skins, solidifying the connection between sneakers and gaming culture.
- In August 2023, Louis Vuitton launched digital skins in Honour of Kings, a famous mobile game in China.
- Balmain partnered with Need for Speed Unbound for an exclusive in-game racing suit and apparel that has the brand’s aesthetic influence in January 2024.
- Zepeto had various brands presenting their digital products/looks on it - including Gucci in February 2021, Ralph Lauren in August 2021, Dior Beauty in July 2021, Crocs in September 2022, Bulgari in September 2022, Zara in April 2022, Ami Paris in April 2023, Alo Yoga in March 2023, Christian Louboutin in October 2020, Nike (multiple times), and Gentle Monster in September 2021.
Virtual Fashion Shows
The metaverse platforms have allowed brands to host digital fashion shows within the premises of a video game. These immersive events enable global audiences to experience collections interactively and dynamically.
- In May 2021, Gucci teamed up with Roblox for a number of strategies, including a digital Gucci Garden experience that allows players to explore and buy exclusive virtual fashion pieces. The brand also ventured into Roblox and Zepeto again for the presentation show of the debut collection of former creative director Sabato De Sarno,
Ancora
in September 2023. It also - In December 2020, Balenciaga organised a digital fashion show in the game Afterworld: The Age of Tomorrow to display its Fall 2021 collection.
- In September 2022, Vogue partnered with Meta for an immersive fashion show featuring digital wearables in Horizon Worlds.
- Coach debuted a digital runway show in Zepeto in October 2023, enabling users to interact with the digital models and buy in-game accessories.
- Decentraland has hosted editions of Metaverse Fashion Week event in, featuring over 100 brands such as {Etro}}, Tommy Hilfiger, Giuseppe Zanotti, Estée Lauder, Roberto Cavalli, Paco Rabanne, Dolce & Gabbana, Adidas, Puma, and more. The first MVFW took place in March 2022, followed by the second edition in March 2023. The third edition happened on April 9-12, 2025 with the theme of
Infinite Identities
.
NFT and Digital Collectibles
Non-Fungible Tokens (NFTs) have revolutionised the digital ownership concept and fashion labels are leveraging these to sell authenticity and traceability for their garments. With the limited-edition items, brands are creating a new revenue stream and getting into the increasing digital economy.
- In September 2021, Dolce & Gabbana released the NFT collection, named Collezione Genesi, combining digital assets with physical couture.
- In August 2021, Burberry joined forces with the blockchain-powered game Blankos Block Party to launch limited-edition NFT accessories and characters.
- RTFKT Studio of Nike released the digital sneakers as NFTs that allow users to wear them in metaverse spaces such as The Sandbox and Decentreland in November 2022.
- In February 2023, Givenchy dropped NFT accessories with the gaming platform The Sandbox.
- In August 2023, Tommy Hilfiger created an NFT hoodie collection that can be redeemed for physical counterparts.
- Prada has been releasing NFTs on a monthly basis through the ‘Timecapsule’ collection. The limited-edition collection of physical products will come with the exclusive NFTs.
- In March 2024, Maison Margiela collaborated with The Fabricat to feature the MetaTABI, the digital Tabi boots in limited (1,500 units) and ultra-limited (15 units) editions showcasing digital and physical advantages.
- Louis Vuitton launched the ‘Treasure Trunks’ in June 2024 featuring €39,000 physically-backed NFTs with exclusive items, including Pharrell Williams’ phygital varsity jacket.
Gaming Partnerships
The fashion brands are collaborating with game developers to design exclusive capsule collections that exist in both game and real life. With this cross-industry team-up, brands are amplifying the relevance and engaging gamers and fashion enthusiasts at the same time.
- In November 2019, Louis Vuitton created designer skins and trophy cases for the League of Legends, connecting luxury fashion with gaming culture.
- In January 2022, Prada worked with Riders Republic to integrate virtual versions of its iconic sportswear collections within the game.
- LVMH Moët Hennessy - Louis Vuitton announced a strategic partnership with Epic Games in June 2023, to integrate AR, AI and 3D technologies into its design and customer experience. The tie-up leveraged Twinmotion, Unreal Engine, MetaHuman technology and Reality Capture to enhance the features in immersive shopping, digital twins and virtual fashion.
- Dior released a partnership with Gran Turismo 7 in October 2023, providing players with high-fashion gear for racing that is inspired by its couture collections.
- In February 2024, Fendi teamed up with Animal Crossing to unveil a digital island showcasing exclusive outfits and accessories.
- A Bathing Ape (BAPE) and Call of Duty joined forces to bring a limited-edition collection of character apparel and skins based on its streetwear collection, in March 2024.
- In June 2024, Stella McCartney collaborated with FIFA 24 to create a sustainable-focused virtual kit of apparel, promoting sustainable fashion in gaming too.
Cover Image: The Balmain x Need for Speed™ Unbound Collaboration, courtesy Balmain website.
Interested in similar Technology in Fashion insights? Check out
Prada Metaverse: From Gaming into NFT - here ,
Treasure Trunk NFT by Louis Vuitton - here and
Brands’ Take on In-Game Advertising - here