In a move that showcases the increasing trend of luxury brands entering the world of gaming, American designer Marc Jacobs has teamed up with the popular video game Animal Crossing: New Horizons to release a mini collection. Following in the footsteps of Louis Vuitton, who collaborated with League of Legends, Marc Jacobs has joined forces with the Instagram account Animal Crossing Fashion Archive.
The Animal Crossing Fashion Archive is known for its display of virtual outfits created by players within the game. Marc Jacobs has taken inspiration from his label, The Marc Jacobs, and adapted six pieces into virtual clothing items for players to style their avatars with. The mini collection features a range of items such as dresses, sweatshirts, and coats, allowing gamers to incorporate the designer brand into their virtual lives.
To obtain these virtual creations, players can visit the Instagram Stories of both Marc Jacobs and Animal Crossing Fashion Archive. The special codes required to unlock the virtual clothing items are listed on style sheets. This collaboration aims to introduce gamers to the more affordable line of Marc Jacobs clothing that was launched by the brand in late 2018.
Marc Jacobs is not the only luxury brand capitalizing on the popularity of Animal Crossing: New Horizons. Italian fashion house Valentino has also created a series of 20 virtual outfits inspired by its Spring/Summer and Autumn/Winter 2020 collections. Both brands are leveraging the massive audience of the Nintendo Switch game to increase their visibility and reach.
The timing of these collaborations is strategic, as the gaming industry has experienced a surge in popularity during the COVID-19 pandemic. According to SuperData/Nielsen, gamers spent over $10 billion on games and online extensions in March alone. Animal Crossing: New Horizons itself sold 5 million digital copies during the same period, setting a record for console game sales in a single month.
By partnering with Animal Crossing: New Horizons, Marc Jacobs and Valentino are tapping into a thriving market and expanding their brand presence in the gaming world. This collaboration underscores the growing overlap between luxury fashion and the digital realm, as brands recognize the value of engaging with virtual communities.
Links:
1. Marc Jacobs Instagram
2. Animal Crossing Fashion Archive Instagram
