Open-world games often boast sprawling virtual environments, innumerable questlines, and character customisation options that keep players coming back over weeks, months, and even years. But how do working adults find the time for these titles between their responsibilities and other entertainment?

For anyone who still thought gaming was unfashionable, Gucci’s collaboration with 100 Thieves is set to prove them wrong. The luxury fashion house is releasing an IRL collection with the esports collective, catering to those looking to express their gamer identity with elevated designs.

Now that gaming is the main entertainment space for Gen Z, brands are attempting to get in on the action. American Eagle is hoping to be a hit among gamers by launching a collaboration with Twitch and a docuseries about streaming culture.

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?