In December of 2023, the Italian luxury brand Fendi announced a partnership with streetwear fashion FRGMT and the hyper-popular video game and animated media franchise Pokémon. The Dragonite collection is a celebration of the Year of the Dragon, and it will be sold online and at Fendi stores beginning in January 2024.
A promising match
The three-way partnership brings a collection of bags with Fendi’s emblematic FF logo and the Dragon-type Pokémon Dragonite as well as other figures like Dratini and Dragonair. It also includes tee-shirts, hoodies wallets soft-chains bracelets and charm necklaces. Players of Pokémon Go, an augmented-reality mobile game, will also have the opportunity to customize their avatars with digital accessories.
Hiroshi Fujiwara, the founder of FRGMT and the so-called godfather of streetwear, shared his excitement about the project, commenting, “It was a true honor to work with the house of FENDI, a traditional brand with outstanding craftsmanship. Grateful for this opportunity.”
Why luxury brands collaborate With Video Game Companies
Tennis for Two was released in 1958, according to physicist William Higinbotham. Since then, the industry has experienced astronomical growth—from classic arcade games such as Bubbles Shooter and Pacman to immersive RPGs (role-playing game) series of the likes of Final Fantasy, Dragon Quest, and, of course, Pokemón. Unsurprisingly, this industry has grown to be a billion-dollar business and is the most profitable entertainment form, with estimated revenues of 249 Billion USD by 2023.
Popular game players are known to invest in their virtual worlds. World of Warcraft players, for example purchase WoW boosts to acquire in-game items like rare mounts which can be hundreds of dollars. Luxury brands are trying to reach this large demographic by partnering with popular games.
Fendi’s focus on high-profile collaborations
Fendi’s lucrative partnerships with Skims and Nicki Minaj have allowed it to capitalize on the celebrity and social culture. The former was launched in 2019 and featured a blend of high-end glamour and streetwear, showcasing the Trinidadian rapper’s signature color, hot pink. The collection included bodycon dresses and tracksuits as well as puffer coats and bikinis. Minaj, a longtime fan of the Italian brand, also released a single titled “Fendi” in collaboration with PnB Rock and Murda Beatz.
The SKIMS partnership followed in 2021. The American shapewear brand was founded by Kim Kardashian and is known for its skin-tight tops, neutral-shade underwear and swimwear. The collection highlighted Fendi’s commitment to moving towards size inclusivity, a core element at the heart of Skims, which offers sizes from XS to 4X. This collaboration not only aimed to enhance the luxury brand’s public image but also resulted in increased sales. The Kardashian shapewear clothing company, worth USD 4 Billion, reported a profit around USD 750 Million in 2023.
In conclusion, the Fendi-FRGMT-Pokémon partnership reveals the Italian brand’s mission to continue expanding and reaching a wider audience. We can expect to see more collaborations with fashion and intellectual property brands if the collaboration proves successful.
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