Fancy a drive in Dior or Balmain? Luxury brands & video games, a love story

A Dior rally suit? Bring me one! Yes, even it is only in a video game. And this isn’t the only one. Ralph Lauren, Burberry, Balenciaga, Balmain, Dior, Louis Vuitton or Bvlgari are now part of the usual wardrobe for the video games avatars. In a 200 billion dollars market estimated for 2023, appetite for attractive avatar wardrobes has risen: luxury brands & video games is a (multibillion dollars) love story. Which are the most famous collabs? 

#FashionTrend #GirlPilot #OnTheRoad

Well, gone are the days when video games implied pyjamas, hoodies and and underground nest for geeks. Today, you chase on the streets in Dior rally suits, play Fortnite dressed in Balenciaga or Ralph Lauren and, in the end, you can rest & enjoy the virtual world in Givenchy Beauty House or in Gucci Town, in the multiverse platform Roblox. 

In 2021, Balenciaga teamed up with Fortnite for the new “clothes” for their avatars. It was a success. And so the American designer Ralph Lauren borrowed his polo shirts to the digital characters in the same Fortnite game, while Louis Vuitton collaborated with League of Legends for some supercool costumes for the avatars. 

In the same year, Sims 4 partnered with Moschino to produce a game pack featuring the fashion house’s clothing – The Sims 4: Moschino Stuff (includes 40 buy and build mode items, from objects to styled rooms, and new outfits). The Japonese brand Uniqlo made the looks for League of Legends and Lacoste joined Minecraft for some cool outfits just perfect to play in the famous game. 

In 2022, Dior made the suits for the fashionable pilots in Grand Turismo 7 while Balmain put its bets on drivers from Need For Speed Unbound. Following its collaborations with Blankos Block Party and Honor of Kings, Burberry moved into the mainstream gaming landscape and joined forces with Minecraft. And… Prada collaborated with Ubisoft to present the Prada Linea Rossa collection into the virtual world of the Riders Republic game (each player can customize their character’s style and choose from the Prada Linea Rossa outfits – The Flame, Wild Stripes and Camouflage Rock – and sports gear – skis, snowboards and bikes). 

Luxury accessories label Bvlgari tapped Asia’s gaming community by partnering with Zepeto on an exclusive in-game experience. And Gucci & Givenchy enetered into the gaming world with their own experiences in Givenchy Beauty House and Gucci Town.