What brand will you wear in the metaverse?
Prada just announced their entrance into gaming. In partnership with French company Ubisoft, the Italian house dresses characters in the sports game Riders Republic.
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Ubisoft gives players the option to dress their characters in “Linea Rossa,” Prada’s digital sportswear collection of clothing and equipment designed just for the game.
“This provides a new platform for Prada Linea Rossa, where influences drawn from the world of technical sportswear are blended with streamlined silhouettes to redefine the idea of modern luxury,” Prada said in a statement. “High-performance urban designs are crafted using innovative technologies and textiles, which are translated into the virtual world of Riders Republic.”
While you can now virtually snowboard, ski, and bike geared in Prada, you have other luxury wardrobe options on other games. Specifically, you can play donning Louis Vuitton, Burberry, and Ralph Lauren.
Luxury skins
In 2019, Louis Vuitton partnered in the popular PC game League of Legends (LoL) for skins and digital assets designed by creative director Nicolas Ghesquière. The designer also dressed Qiyana and Senna, characters in LoL, and released a capsule collection of real-life pieces you can wear to match them.
LV customized their staple pieces like the Speedy bag and Arclight sneakers to fit the motif. References to the game seen in the capsule include shades of blue, white, and camouflage prints.
More recently, last year, British brand Burberry created skins for characters in Honor of Kings. The Chinese game is one of the most played in its country.
In fact, it’s so popular that Tencent, the game’s developer, once imposed a time limit people can play to combat gaming addiction. In November 2020, Honor of Kings averaged 100 million players a day.
Burberry’s designs, made by chief creative officer Riccardo Tisci, highlight the brand’s signature gabardine pattern. Yao is the Honor of Kings character dressed in Burberry, and the game’s makers say the look “personifies” her role as a protector for her teammates.
Metaverse fashion
Another winter game offering designer skins is Roblox’s The Winter Escape with outfits by Ralph Lauren. This holiday-themed world in the metaverse is where players can ice-skate with friends, customize hot chocolate, and even shop for physical Ralph Lauren styles.
With four major houses already dipping their toes into the gaming industry, which will be worth $256.97 billion by 2025, we’re keeping an eye out for who’s joining next.
Banner photo from @Prada on Instagram.
