British haute couture brand Burberry recently unveiled a new capsule collection in collaboration with Minecraft, creating a universe of clothes that can be worn not only on the catwalk but also in the video game metaverse. The fifteen-piece digital collection was developed for players of the popular survival game and includes garments featuring the fashion house founder’s Thomas Burberry monogram.
It is certainly not the first time that fashion has attempted the road of digital hybridisation, starting from the skins designed by Balengiaga for Fortnite to the digital catwalks that have accompanied us so much during the months of isolation due to the pandemic, arriving also at the new Gucci - Gucci Good Game collection, presented in these days and conceived to celebrate the link between the Maison and the world of video games. Burberry is also offering avatars wearing the brand’s garments the chance to complete a series of challenges, such as a maze covered in Burberry’s signature pattern, in four worlds designed in collaboration with Minecraft Blockception map creators.
Customers can also purchase physical items from the collection, including the Waterloo Trench Coat, logo sweatshirts, hoodies, hats and scarves from Burberry’s website, in a move the brand described as bridging the digital and physical worlds. “By uniting the digital and physical worlds, Burberry and Minecraft encourage communities to showcase their self-expression and equip the modern explorer with game skins and character creation items,” the fashion house explained.