THIS AUTUMN, Burberry establishes a new beginning in the age of digital fashion. The brand unveiled its new special partnership with one of the most popular video games, Minecraft, and it’s been thrilling as ever.
The collaboration aims “to bring the Burberry brand story to their communities in a new and unexpected way”. Customers will have a chance to immerse themselves “in a distinctly Burberry x Minecraft realm,” both physically and digitally.Â
Through uniting the two brands with shared values of adventure, creativity and self-expression, the collaboration presented an “in-game adventure from Burberry and Minecraft called ‘Burberry: Freedom to Go Beyond'”. Nevertheless, linking digital with the traditional, Burberry also offers a physical partnered capsule collection, showcasing scarfs and hoodies that combine Burberry logos and Minecraft’s cyber elements.
With a strive to equip “the modern explorer in game and beyond”, the collection will be available online exclusively at Burberry.com, as well as in-store at seven global stores and pop-ups, including at Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Cheongdam-dong Seoul, Korea; Taipei 101, Taiwan Area, China; and Siam Paragon, Thailand.
Starting on 1 November, players will be able to emerge themselves into a more fashionable realm of the world of Minecraft. Participants will access the free in-game adventure and the capsule collection both in stores and in the Minecraft Marketplace.
Burberry’s subscribers in selected countries will be offered exclusive access on 31 October.Â
by Zlata Kryudor
If you would like to be included in the exclusive release and receive access to exclusive in-game accessories, please sign up here.