2020, the first pandemic year, caused a significant rise in video game engagement.
Having any time virtual access to collections and garments customers cannot normally afford, and what is more important, doesn’t have occasion to wear in reality, have accelerated interest in the gaming industry and virtual reality over the last year.
The global lockdown was ideal for a major shift in the digital world and influenced consumer behavior.
The 2020 Global Games Market Report notes that the worldwide audience grew by 12 percent to reach 2,6 billion players globally. Europe is one of the hotspots after Asia and North America, accounting for more than 400 million players. Regardless of remarkable spikes in the audience growth over 2020, most projections put the worldwide esports industry to surpass $1 billion in revenue and more in the nearest years.
Nevertheless, the question arises, how does fashion fit into these virtual realities? We brought together the best collaborations between luxury fashion and the video gaming industry.
Louis Vuitton x League of Legends
The pre-pandemic partnership between Louis Vuitton and League of Legends is still one of the world's largest esports ever made.
Multiplayer battle arena game allows character customization and players pay for custom clothing, which is also called "skins", and different accessories. Louis Vuitton was one of the firsts luxury brands to see the opportunity in avatar customization. The partnership included prestige in-game skins for specific characters (Qiyana and Senn) and the real League of Legends capsule collection.
The collection captured futuristic design in leggings, cycling shorts, printed tees, and boots with references to the League of Legends universe with the price range from $220 to $7,350.
Louis Vuitton also participated in the trophy case creation for the 2019 League of Legends World Championship, which was broadcasted for more than 44 million people.
The Sims 4 x Gucci
In autumn 2020, luxury fashion brand Gucci announced an iconic collaboration with Sims 4 to showcase Gucci “Off The Grid” Collection.
The general idea was created out of the sustainable elements in the real collection, which is completely made from recycled, organic, bio-based, and sustainably sourced materials.
Grimcookies developed virtual garments for the game: two hats and two pairs of trainers – direct replicas of the original Gucci Off the Grid items. Additionally, players could use 11 “build mode” items, including purses and handbags, that Sims can place in their houses.
Burberry x Honor of Kings
Luxury fashion brand Burberry has designed complete outfits (skins) for Honor of Kings. Now, players can buy the clothes for their digital avatars. The in-game collection features Burberry's trench coat and tartan and is available in mainland China only.
Burberry has always looked to different opportunities in exploring Virtual Realities, and a new step into the gaming industry allows them to connect with communities around the world.
Honor of Kings has become the most popular game in China and is very similar to League of Legends or Dota 2.
HONEY is a women-led digital fashion studio founded in 2021. We specialise in fashion design and animation for metaverses, digitalisation of physical collections, and fashion NFT creation.