How is gaming enhancing the way people live, play, and engage in society? How are underserved communities adopting DIY attitudes to content creation? What’s driving people’s hunger for food content? Why are people getting sentimental about entertainment and seeking mindful media?

Louis Vuitton is bringing the history of the fashion house to life with a game combining NFT art with the brand’s heritage. As digital mediums grow in commercial significance, traditional brands are looking for ways to keep their narratives connecting with a younger, digitally savvy audience.

British fashion brand Burberry has created two outfits for a character in one of China’s best-selling games, Honor of Kings. The skins can be purchased exclusively by Chinese gamers, tapping into younger players’ desire to invest in their digital identities and display their style online.

Gamers are used to spending on virtual goods to customise characters and unlock additional content, but how would they feel about IRL brands existing in these environments? As fashion labels seek to capture the next generation of luxe shoppers, how can they engage gamers in an authentic way?