‘The potential is enormous’: why high fashion brands are getting into gaming

With virtual Gucci handbag selling in Roblox game for more than real-life versions, as part of our deep dive on all things gaming we consider the opportunities fashion brands have in digital worlds where players are willing to spend serious money to create their own unique identities.

You’d think the virtual realms of Animal Crossing and League of Legends would be the last place to find the likes of Louis Vuitton, Valentino or Marc Jacobs. Yet there they are. Fashion houses traditionally catering to an elite minority are now donning their collections on millions of in-game avatars. Seemingly an odd pairing, high fashion’s migration to gaming is in fact a well-played move that will open them up to a whole new world of shoppers.