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?

Gucci is rolling out an '80s-inspired arcade video game mode on its app. The deliberately retro feature provides a playful touchpoint for young luxury shoppers who are increasingly seeking out brands that engage them on a deeper level than mere transactions.

With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?