Today, large luxury groups are betting more and more on video games. They will look for consumers in front of their screens. We will decipher for you this new trend. Over the years, the looks of video game avatars have evolved. In the digital age in which we live, luxury brands have no choice but to adapt. To do this, they must offer new experiences and seek out a new young audience further and further. In recent years, houses have understood that it is becoming necessary to invest in the virtual world and video games. 
Louis Vuitton x League of Legends
The bet seemed a little crazy and yet, at the end of 2019, a collaboration was born between the French label and the company Riot Games. It all started with the League of Legends World Championship last November. Louis Vuitton has announced the creation of a travel case in which the Summoner's Cup, the trophy awarded to world champions, will rest. The famous trunk maker also created champion skins . It was then that last December, we were able to discover a unique capsule collection created by the artistic director of the brand's women's collections, Nicolas Ghesquière. The idea is simple: to be able to dress like the heroine of the game but in a haute couture way. About forty different pieces were presented. 
The explosion of Animal Crossing
One of the most anticipated games of the year, launched by Japanese designer Nintendo, was released in March. Animal Crossing New Horizons sold over ten million units in a matter of weeks. This new version offers multiple avatar customization possibilities. In addition, you can now, thanks to the Pro Design function, reproduce looks from your favorite brands. Designer pieces are available on the game thanks to the stylist's creator code. The craze was not long in coming on social networks. Moving from the Gucci hoodie, to the Prada bob and the Jacquemus sweater, many shared the unique look of their avatars. This is the case of photographer Kara Chung who, through an Instagram page, Animal Crossing Fashion Archive, shares her looks and virtual creations. This is also the case of the @acnhfashion account which offers hundreds of new clothing looks. This game offering to live a life in delay arrived at the ideal time during this period of confinement. Players may feel gratified by being able to wear pieces that would be inaccessible to them in real life. Fashion labels like Marc Jacobs and Valentino have chosen to offer their creations for free to the player of Animal Crossing. It is really a communication technique that allows the brand to affix its logo and diversify its customer base. 
Real Money x Virtual Clothing?
In spring 2019, Italian label Moschino created a unique hoodie to dress up your Sims! They also released a swimsuit from a capsule collection at a price of €221. A Chinese app, Ada, was launched last October. It was tested on a panel of users. The latter could customize their virtual world thanks to a system of rewards, it can monetize discounts and exclusive products. According to one study, these users spend $83 per month to dress up their avatars, with some reaching the $10,000 mark. The application has already established partnerships with brands such as Dior, Christian Louboutin and Prada. The objective is well defined: Ada must become a reference in the Chinese fashion sector. On the Gucci application, designed as an extension of the brand universe, we find arcade games: Gucci Lips, Gucci Grip or Gucci Bee… The luxury label now offers video games. This was also the case with Louis Vuitton and its Lucky Vibes which allowed the user to direct a hot air balloon over the Fondation Louis Vuitton while following a musical score. Video games make it possible to attract a new clientele for luxury. Some brands use it to create free communication and others to build customer loyalty. Collaborations between the luxury and gaming sectors still have a bright future ahead of them…
