With the metaverse taking over all spheres of living, from concerts to furniture, it was not a question of if, but when it will to seep into the fashion industry – and its forthcoming is just beginning. Recently, Burberry announced its collaboration with video game giant, Minecraft in a new adventure game entitled “Burberry: Freedom to go Beyond”. The 166-year-old British luxury fashion house is further outreaching its presence into the metaverse, fusing both the physical and digital worlds as technology keeps pushing the boundaries of what is possible.
It is evident that Burberry is creating commitments to constantly revitalise the brand with innovation and adaptation, with Phillip Henneche, Burberry’s Director of Channel Innovation and Marketing stating, “Gaming is a super important channel for us in terms of how we engage our customer […] We know that it’s a very important passion point for our target markets and consumers”.
The game consists of a combination of the digital experiences taking place in the Minecraft franchise, while also including a physical collection of looks that are available in seven global stores and in-game. Burberry: Freedom to go Beyond, enacts an immersive world of mythical London, giving players the opportunity to get lost in a wonderland with overarching Burberry themes and symbols.
There will be 15 downloadable skins for users to wear while they wander through the adventure, where you can come across fields of wheat with heards of the brands mascot, deer, building blocks patterned with the brand’s nova check, and a Burberry Monogram underwater reefs.
The game was made not only with the importance of the metaverse but also nature; the collaboration partners openly state that the experience is a “reverence to nature”, further solidifying their intentions by both Burberry and Minecraft donating $100,000 to Conservation International’s forest protection and restoration programs. The donation will be used towards planting 25,000 trees and planting 50,000 more, in addition, aid will be brought to critically-endangered habitats that the organisation supports.
Every user that donates to Conservation International will also receive an additional Burberry Character Pack, having access to extra character accessories that users can wear in-game. Mimicking the nature restoration aspect of Burberry’s digital world in the game, the collaboration urges for the restoration of nature in real life.
This is the brand’s third entry into the metaverse so far, with its past collaborations seeking great success and establishing a digital path for other oncoming luxury houses. In 2021, Burberry partnered with the videogame Blankos Block Party to sell special character-themed NFTs – the whole collection was worth $375,000 that sold out in 30 seconds upon release. Earlier this year, Burberry’s second metaverse presence was seen with their collaboration with Roblox, selling five variations of the brand’s iconic Lola bag.
With the metaverse not slowing down in any space, and more-and-more fashion brands increasing their brands in the digital sphere such as Burberry, it is exciting to see what is yet to come and when it will happen. ÀLA.HAUSSE itself is always on the move with technological innovations and is welcoming the new digital world with open arms.
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