Gucci has launched its first-ever gender-fluid, nonbinary collection called Gucci MX. While Gucci has often put fluidity at the core of its campaigns, the move signals a major shift in the world of luxury fashion, which has had to adapt to meet the needs of today’s inclusivity-minded consumer.

Gucci has designed an exclusive virtual collection for mobile gaming app Tennis Clash, letting players dress up their in-game avatars. The luxury fashion house, already a dab hand at blending luxury and gaming, is looking to up its engagement with fans while stores remain closed.

The beauty standards of decades past are slowly crumbling as cosmetics brands strive to be more inclusive in their product ranges and marketing materials. While some are shattering ideals related to skin tone and age, Gucci has sought to spotlight dental diversity in an ad campaign for lipsticks.

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?