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?

As elements of our lives go increasingly online, luxury fashion is following suit – and leveraging its presence to tap into younger, more varied, and more global audiences. Bringing fashion fantasies to your fingertips, Drest offers users a grown-up, glamourous, haute-couture version of dress-up.

The pandemic has pushed gaming into the spotlight as people spend more time at home and try to manage their anxiety through virtual play. But despite the large – and growing – number of female players, developers have been slow to create games tailored to this audience. Enter HoloVista.