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 hitAnimal Crossingto showcase next season's must-haves to a diverse and loyal fanbase.

Buying clothes that don’t exist seems like a scene fromThe Emperor’s New Clothes, but people are getting into digital design. As sustainable concerns peak, shoppers want novel ways to embrace their style and identity. Digital fashion house The Fabricant helps us dress up online, without the excess.

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?

As brand interactions become more seamless, Amazon’s Fashion TV series Making the Cut marks a development in the world of online shopping. Swapping out on-site ordering for on-screen entertainment and competition, it hints at a future blend of reality TV and e-commerce.