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Gucci partners with Zepeto to personalise avatars and virtual world

As the worlds of fashion and gaming inch ever closer together, Gucci has announced a partnership with Zepeto, the app and social media platform to personalize avatars and create virtual worlds. Zepeto allows users to turn selfies into 3-D animated avatars, which can then ‘meet’ other user’s characters on the ‘Zepeto Street’— virtual world for...

8 Feb 2021

Fashion

Mytheresa to launch WeChat game ahead of Chinese New Year

Luxury e-tailer Mytheresa is launching a game dedicated to the Chinese market ahead of the country’s New Year celebrations next month. The game, called ‘Mytheresa Style Flight’, allows players to virtually travel and pack a dream suitcase from the comfort of their own home. It comes ahead of Chinese New Year, celebrated on 12 February, which...

28 Jan 2021

Fashion

Burberry partners with Tencent’s ‘Honor of Kings’ mobile game

Burberry has announced a partnership with Honor of Kings, the flagship mobile game of Chinese tech giant Tencent. While details about the partnership are vague, the brand said it will be “introducing elements of Burberry’s house codes” into the game’s environments in 2021, perhaps indicating in-game Burberry outfits or “skins” will be available...

3 Nov 2020

Fashion

Puma and Gen.G unveil kit for League of Legends World Championship

German sportswear brand Puma and esports organization Gen.G have unveiled new limited-edition jerseys for the 2020 League of Legends World Championship. The jerseys will be worn by Gen.G's League of Legends Champions Korea (LCK) team. It marks the first major collaboration between the two companies since they announced a partnership back in...

22 Sep 2020

Fashion

Primark joins world of gaming with launch of ‘Primark Legends’

Primark launches its first mobile gaming app, Primark Legends. “Primark Legends is a fun, fast-paced, shop assistant simulator where you’ll take the role of a new member of the Team in Primark’s first digital shop and attempt to stay on your feet as a busy day unfolds,” Primark said. The goal of the shop assistant is to help customers find an...

28 Aug 2020

Retail

Klarna creates virtual shopping experience via Nintendo's Animal Crossing

Klarna is expanding its horizons to reach shoppers through new, digital channels. The alternative payment solutions provider has created a virtual pop-up store that will be available within Nintendo's Animal Crossing video game for a limited time. The Animal Crossing pop-up demonstrates Klarna's use of innovative retail activations to engage...

17 Aug 2020

Fashion

Burberry mixes CGI and reality in new campaign, launches latest game

British luxury label Burberry has taken another step forward in its digital push through the simultaneous launch of a new TB Summer Monogram multidimensional campaign and its third game. The campaign video is set in a dreamlike CGI geometric world inhabited by four CGI characters, one of which is Kendall Jenner, who don a number of womenswear...

2 Jul 2020

Fashion

Cath Kidston brings its vintage chic designs to Animal Crossing

Cath Kidston has become the latest fashion brand to bring its collections to the world of Animal Crossing: New Horizons. The British fashion and lifestyle label has made a selection of its vintage chic designs across fashion and furnishing available on Nintendo’s popular social simulation game. The prints are available to download via a QR code...

26 Jun 2020

Fashion IN-DEPTH

From Animal Crossing to esports: How fashion met gaming

One of the biggest challenges for fashion brands has always been to maintain relevance in a rapidly changing industry by consistently engaging with consumers in new and innovative ways. Though the mash-up between the gaming and fashion industry is by no means new, the relationship between the two industries has undeniably been growing in recent...

11 Jun 2020

Fashion

Reference Festival Berlin presents first-ever Animal Crossing fashion show

As people around the world were stuck at home during lockdown, they took up gaming to cure their boredom. But instead of shooter or sports games, a different type of game has caught the interest of many: Nintendo’s Animal Crossing. The video game is currently experiencing its nostalgia-driven comeback, since its initial debut launch almost 20...

27 May 2020

Video

High fashion meets gamer aesthetics in 9 A fashion film

High fashion and gaming traditionally separate from one another, however recently fashion brands have been bluring those lines with games and apps combining the two. Keeping up with the trend, Head of Film at Show Studio Raquel Couceiro and film editor Myles Henrik Hall created this high fashion film. The pair identify influences of popular...

9 Apr 2020

Fashion

Burberry launches online game to celebrate Lunar New Year

Burberry has launched a new online mobile game, called Ratberry, as part of the British luxury brand’s2020 Lunar New Year campaign. In the game, which is available on Burberry’s website, players control a central character, Ratberry, who is inspired by the limited-edition Thomas Burberry Monogram motif in honour of the Year of the Rat. They...

14 Jan 2020