How fashion entered in the gaming business Louis Vuitton x League of Legends is the latest example of a strong and productive trend

If for years they have remained a product for outsiders, in the last decade the fashion world begun to take an interest in video games and gaming. Creatives and marketers understood its advertising potential and wanted to take advantage of the generational change of their customers. A community of more than two and a half billion users around the world is an ideal pool, especially when it's part of a market that will reach a global value of 180 billion dollars in 2021. Between DLC and in-game purchases, the gamer is increasingly used to spending money while playing, thus becoming an attractive target for companies. At the same time, teams of pro-players such as FaZe Clan, FURIA and New York Excelsior of Andbox have started marketing their apparel and collaborating with brands such as Kappa, Nike and Public Schools and others like Seoul Dynasty have embraced fashion as part of their identity.

Even when they're not collaborating with video game manufacturers, brands can create their own. Gucci did it with 80s-style games Gucci Bee and Gucci Ace, Burberry with B Bounce and Vuitton with Endless Runner, in which the set used by Virgil Abloh in the Men's FW19 Show becomes the setting of a running game. A trend that started years ago, when Kanye West made a mobile video game to promote his piece Only One, and that now is incorporated by the fashion industry with his continuous search for stimuli and levers to expand his market. The feeling is that with a world of gaming growing exponentially, the relationship with fashion brands will become even closer.