Riding on the success of Animal Crossing, Burberry has launched a surf game to celebrate its TB Summer Monogram collection. The luxury fashion gaming crossover taps into Gen Zers’ gaming habits, providing a playful point of entry for potential new fans.

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?

The fashion world was upheaved by COVID-19 as people reexamined their buying habits and switched up the ways they participated in culture. How might a decentralized approach to influence impact style? And how can brands respond to the shopping habits of younger generations?

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.