The Ted Baker AW21 collection can be appreciated online from a virtual island within Nintendo’s Animal Crossing: New Horizons. The experience was created in collaboration with visual artist and gamer Kara Chung and it features a thoughtfully curated digital space with 20 items from the Autumn/Winter collection that players can use to dress up their in-game avatars. Some of the available styles include party dresses, shirts with prints and bucket hats to name a few.
This virtual experience slots into the ongoing Street Party Sessions, which features different virtual realities within the island that take inspiration from the campaign. Styled just like a street party, the branded Animal Crossing island includes plenty of sights for guests to discover as they browse.
Why This Trend Is Growing
- Virtual Fashion Shows
- Opportunities for fashion brands to organize virtual fashion shows in immersive digital environments
- Collaborative Marketing
- Collaborations with artists and gamers to create interactive branded virtual spaces featuring the latest collections
- Digital Avatars
- Increasing demand for digital fashion items that players can use to dress up their in-game avatars
Industries Being Reshaped
- Fashion
- Fashion houses can leverage virtual fashion shows as an opportunity to showcase their latest collections within immersive environments
- Gaming
- Gaming companies can collaborate with fashion brands to offer in-game fashion items for avatars to wear
- Marketing and Advertising
- Ad agencies can offer collaborative marketing services using augmented and virtual reality to place branded experiences within popular games
