November 2, 2022
Fashion house, Burberry, has launched an in-game collection with “Minecraft” to bring the Burberry brand story to its audience in a new way.
Comprising an in-game adventure from Burberry and “Minecraft” called “Burberry: Freedom to Go Beyond” and a physical partnered capsule collection with a range of extensions and experiences, the collaboration allows consumers to both physically and digitally immerse themselves in a Burberry x “Minecraft” universe.
Designed together with Minecraft mapmakers, Blockception, “Burberry: Freedom to Go Beyond” takes inspiration from Burberry’s heritage and reimagines journeys into nature through the power of adventure. Commencing in a fantastical version of the City of London, the home and global headquarters of Burberry, the game is punctuated by references to the brand’s universe – including an Equestrian Knight character, Thomas Burberry Monogram maze and a range of members from the Burberry animal kingdom, each bestowed with mystical powers.
The physical capsule offers items for both men and women – including Burberry icons, from the Waterloo Trench Coat and Car Coats to logo-print sweatshirts, hoodies, hats and scarves. Adorned with virtual landscape scenes and graphics of the “Minecraft” creature Creeper, pieces are animated by a pixelated iteration of the Thomas Burberry Monogram – inspired by Burberry’s founder – and enhanced by floral embroidery in an ode to the outdoors. Complemented by five looks also available in-game as character skins and captured on models alongside digital avatars, the creation of this collection marks the first time that Burberry has partnered with a video game series for a capsule collection.
Both in-game and physical looks from the collection.
“We are thrilled to be partnering with ‘Minecraft' to bring the Burberry brand story to life in such an immersive way,” says Phillip Hennche, director, channel innovation, Burberry. “With a shared belief in adventure, community and the power of creativity to open spaces, the natural synergy between both of our brands has allowed us to connect our respective worlds in a way that is unexpected and yet entirely natural. By coming together, we hope to connect communities and inspire our consumers with a whole new way to experience our brand.”
While this is Burberry’s first foray into the digital space, it is not the first luxury brand to do so. Ralph Lauren has entered the world of “Fortnite” and “Roblox,” with Balenciaga also working with “Fortnite.”
“We are excited to announce ‘Minecraft's’ first luxury goods collaboration with one of the most iconic fashion brands in the world, Burberry,” says Kayleen Walters, head, franchise development, Mojang Studios. “Our capsule collection and exclusive in-game content bridges the digital and physical worlds through a celebration of adventure, exploration and self-expression. Through our partnership, we will bring the joy of gaming to the world of luxury fashion and introduce new audiences to the endless creative possibilities within ‘Minecraft.’”
Read more about:Minecraft
About the Author(s)
You May Also Like