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?

Now touted as a multi-billion dollar industry, e-sports has brands queuing up to tap into a highly engaged audience and the players that are capturing their hearts and minds. What transformed a relatively niche entertainment model into a sporting leader?

In the absence of IRL events, fashion week has gone virtual. And with gaming the latest weapon in the fashion toolbox, notable designers such as Marc Jacobs and Valentino are using cult hit Animal Crossing to showcase next season's must-haves to a diverse and loyal fanbase.

The world of esports is no longer niche; it’s a mainstream form of entertainment and people are paying attention to the players behind the profession. Leaning into the growing influence of gamers, Gucci is swapping out its typical influencers for a new kind of digital icon: esports stars.