In a new chapter of unlikely partnerships, John Lewis has partnered with British broadcaster ITV on an ‘I’m a Celebrity’ experience as part of the popular video game, Fortnite. Within a recreation of the reality programme’s castle set, John Lewis & Partners will be integrated into the in-game map, brokered by media agency Manning Gottlieb OMD...
25 Nov 2021
French skiwear brand Moncler is the latest to collaborate with online gaming platform Fortnite, with a collection of reactive skins for players’ avatars. Looks available in the ‘Moncler Classic Set’ are inspired by the recent 6 Moncler 1017 Alyx 9SM collection created by designer Matthew Williams. A unique element included within the digital...
22 Nov 2021
Sportswear giant Nike has revealed a new virtual world through the online digital platform, Roblox, entitled ‘Nikeland’. The bespoke environment, created by Nike, turns the brand into an immersive 3D space with a backdrop featuring Nike’s world headquarters. Buildings and fields within the virtual world draw direct inspiration from the real-life...
19 Nov 2021
London-based designer Stefan Cooke has revealed a menswear collection for the EA video game, The Sims 4. Consisting of 23 pieces, The Sims 4 Modern Menswear Kit will feature a wide range of new-age menswear, available to international players as ‘Simified’ versions of Cooke’s real-world collections. Garments will include virtual jackets,...
18 Nov 2021
The Metaverse could be a lucrative channel for luxury brands, according to an analysis by investment bank Morgan Stanley. In tangible terms, the financial services company says the growing digital demand for luxury goods is a 50 billion dollar revenue opportunity. Whilst these projections are difficulty to quantify and new revenue streams in the...
17 Nov 2021
In its first exploration of the gaming market, fashion brand Ted Baker has taken to Nintendo’s Animal Crossing: New Horizons to showcase its autumn/winter 2021 collection and present a virtual brand experience. Created in collaboration with visual artist and gamer Kara Chung, players are able to walk through and explore the brand’s specially...
25 Oct 2021
When two cultures collide, that is, when the intersection of two different groups leads to some kind of friction, a new culture is created. This new culture is built on different aspects of both the original ones, sharing positive and negative impacts. This is what the anthropologist Roy Wagner defends in “The Invention of Culture”, written in...
American clothing brand Hollister has announced it has named Kyle ‘Bugha’ Giersdorf, Fortnite’s world cup champion, its official chief gaming scout, alongside the revelation the label will be launching a new gamer training programme. In the brand’s first partnership with a professional gamer, Bugha has been selected to pick emerging streamers...
15 Oct 2021
Danish jewellery brand Pandora has ventured into gaming with its very own Pandora Island in the popular Nintendo game ‘Animal Crossing New Horizons’. Pandora Island is inspired by the jewellery brand’s new Pandora Me collection launch and highlights a “vibrant celebration of self-expression and authenticity,” explains Pandora. The island has...
5 Oct 2021
Luxury styling game Drest is continuing to expand its gaming world with a new beauty mode with an exclusive partnership with Gucci Beauty. The luxury styling app fuses high fashion with editorial content, online shopping, gameplay and entertainment. It allows players to adopt the role of a fashion stylist and conduct daily styling challenges...
4 Oct 2021
Asos has signed a three-year multi-million-pound partnership with London-based esports performance brand Fnatic to develop online and offline activations. The collaboration aims to “bridge the worlds of gaming and fashion” explains Asos in a statement. It will include a variety of different activations, including multiple content series with...
27 Sep 2021
Luxury fashion brand Ralph Lauren has announced its partnership with social networking and avatar simulation app Zepeto. The app allows users to function in a fully articulated virtual world where they can socialise with others using a customisable 3D avatar. Users will be able to purchase a completely digital Ralph Lauren clothing collection,...
26 Aug 2021
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