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.

Louis Vuitton is partnering withLeague of Legendsdeveloper Riot Games to design virtual character skins and a real trophy case. Such brand collaborations are becoming more common as the gaming sector surges, giving players the chance to flaunt IRL status symbols in digital spaces.

Nike has released a range of Air Jordans exclusively available on Fortnite. As people invest more in their digital personas, virtual fashion is becoming increasingly important as it allows people to customise sophisticated avatars, and it combines sustainable consumption with fast-fashion appeal.