The world of esports is no longer niche; it’s a mainstream form of entertainment and people are paying attention to the players behind the profession. Leaning into the growing influence of gamers, Gucci is swapping out its typical influencers for a new kind of digital icon: esports stars.

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.

Once perceived as an anti-social pursuit, gaming now offers people a way to connect with peers around the world through streaming, forums, and social media. How do these diverse communities go beyond gameplay to support individuals in their search for escapism and creative expression?

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?