Never in my wildest dreams would I have envisioned a Minecraft character wearing clothing from the same luxury brand that fashion models strut down the runway. My wildest dreams came true on November 1, 2022 when Burberry and Minecraft entered an official partnership.
The British luxury fashion house has created a new in-game adventure within the 3D world named Burberry: Freedom to Go Beyond. Minecraft players now have the opportunity to dress their characters in 15 varieties of Burberry opulence. In addition to dressing their digital characters, players can dress themselves in the Burberry x Minecraft capsule collection inspired by the gaming narrative.
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The Burberry x Minecraft partnership acts as an immersive marketing campaign for Burberry, a true testimony of the brand’s marketing brilliance. Players are constantly engaging and interacting with Burberry through this virtual world, allowing for enforcement of brand loyalty or new brand affinity. Through converting players to customers, Burberry is actively growing their target audience.
The capsule collection features scarves, cotton t-shirts, jackets and baseball caps with the Burberry x Minecraft logo or monogram motif. The price of the capsule collection items ranges from $380 - $2,990.
Burberry is not the first luxury brand to enter the gaming metaverse, and I’m sure it won’t be the last.
Within 2022, AAPE, Lacoste, and Balmain have all participated in the gaming world and created metaverse merchandise, too. Now, in addition to checking Vogue for the latest fashion trends, fashion trend forecasters might want to tune in to the gaming world to see the latest styles. The convergence of the catwalk and the console serves as a reminder both that fashion is everywhere, and also that the physical and digital worlds become inextricably integrated more everyday.
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