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 elements of our lives go increasingly online, luxury fashion is following suit – and leveraging its presence to tap into younger, more varied, and more global audiences. Bringing fashion fantasies to your fingertips, Drest offers users a grown-up, glamourous, haute-couture version of dress-up.

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.

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.