The two are more closely linked than ever before. Today, players are spending a lot on not only luxury clothing, but also the latest devices, makeup, and much more. The point has been reached where there are platforms offering professional assistance to gamers for leveling up. Players of the cult MMORPG World of Warcraft have been known to spend a lot of money on improving their gaming experience. Apart from purchasing WoW boost services to navigate challenging raids with ease, they also spend considerable amounts on unique in-game items. Some of these expenditures include rare mounted, which are not only prestigious symbols in the game but also can cost hundreds. Gamers also invest in custom gear and cosmetic skins that differentiate their characters. This trend reflects the deep commitment and financial investment players are willing to make in the realm of Azeroth, underlining the game’s impact in the virtual economy.
Since gaming is not only a hobby anymore, but also an opportunity to earn good money, there is no surprise that many fashion labels want to get into the video games industry. According to Vogue Business, the increasing number of fashion collaborations is primarily due to firms’ desire to direct their marketing towards their target demographic. We have compiled the most impressive collaborations between luxury brand and individual players, or even entire esports organisations. So keep reading — we have something to surprise you with.
The PlayStation Boxy T-Shirt for example is available in both red and black, and costs $ 675 per shirt. On the front, it has the PlayStation 5 logo with the words “Nov 2020” (the console’s release month and year) inscribed beneath in the iconic PlayStation typeface. This font appears again on the back of the garment, along with the PlayStation logo and the words “Balenciaga” beside it. The controller buttons — △, 〇, Χ, ☐ — printed on the sleeves and back are also noteworthy.
In July 2022, Burberry, a luxury fashion brand, teamed up with Korean esports team Gen G to launch a four-part series of instructional content aimed at celebrating women in gaming. The series features an open discussion about the challenges women face in the gaming and esports communities. Gen G influencers and content creators are also involved.
The collaboration series has tackled essential issues such as allyship, social platforms, and game creativity, with Gen G content producers Jessica Kim, Gloria “Ploo” Shin, and Krysta “Krystalogy” Eason participating.
League of Legends and Louis Vuitton
LVxLOL, Louis Vuitton’s “League of Legends” collection, was the brand’s first foray into esports. The bandeau was the least expensive item, costing $170. However, the matching vest and pants were hundreds of dollars. A cool “League”-themed biker jacket for roughly $5,600! According to Reddit users who have done the math, the jacket might cost more than skins or characters combined.
Global clothing companies collaborate not just with esports organisations, but with professional players as well. One such example is the collab of popular LOL player Martin “Rekkles” Larsson with the clothing giant Nike. For Nike, this collaboration with cyber sportsmen is not unique; the company previously entered into a partnership with another popular LOL player, Jian “Uzi” Zihao.
Puma x Cloud 9
Early 2019, C9 and the German sportswear brand Puma became official partners for esports uniforms. Part of what makes Puma and C9’s collaboration so special is that it is all-encompassing. The collaboration between Puma and C9 has lasted for many years, and is one of the most innovative. Puma’s and C9’s collaboration is not limited to just one item. They have an entire range of gear available today.
Since the announcement of the partnership, both companies have released a number of Puma TRC Blaze products, including footwear, accessories, and shirts and sweatshirts. Puma has chosen to release limited editions while other companies on our list have gone for a more long-term approach. This has helped Puma become one of the most popular garment manufacturers among gamers.
Video games and fashion are reshaping industry. Luxury fashion brands have recognized the gaming community as an important target audience, which has fueled this symbiotic relation. Some prominent collaborations like Balenciaga/PlayStation, Burberry/Gen G, and Gucci/Xbox highlight the synergy between high fashion and gaming. Even individual esports stars like Rekkles partnering with Nike showcase the industry’s evolving landscape, solidifying gaming’s presence in mainstream culture.
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