The pandemic has pushed digital technologies into the mainstream. As people spend more time online, brands are taking steps to create a more interconnected virtual world. Wolf3D has joined the fray, allowing people to travel through the metaverse with a single, uniform avatar.

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.

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?

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.