People might be stuck inside social distancing, but they’re also harvesting fruit from orange trees, running errands for the local museum, and catching butterflies – virtually, that is. As people spend more time at home, they’re turning to video games like Animal Crossing for some light relief.

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.

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?

Once perceived as an anti-social pursuit, gaming now offers people a way to connect with peers around the world through streaming, forums, and social media. How do these diverse communities go beyond gameplay to support individuals in their search for escapism and creative expression?