British luxury brand Burberry has collaborated with video game Minecraft to launch a capsule collection along with an in-game adventure called ‘Burberry: Freedom to Go Beyond’ and a range of extensions and experiences. The project marks the first time that Burberry has partnered with a video game series for a capsule collection.
The limited-edition capsule collection offers items for both men and women – including unmistakable Burberry icons, from the Waterloo Trench Coat and Car Coats to logo-print sweatshirts, hoodies, hats, and scarves.
Adorned with virtual landscape scenes and graphics of the Minecraft creature Creeper, pieces are animated by a pixelated iteration of the Thomas Burberry Monogram – inspired by Burberry’s founder – and enhanced by floral embroidery in an ode to the outdoors. The collection is complemented by five iconic looks also available in-game as character skins and captured on models alongside digital avatars.
Designed together with Minecraft mapmakers Blockception, in-game adventure ‘Burberry: Freedom to Go Beyond’ takes inspiration from Burberry’s pioneering heritage and reimagines journeys into nature through the power of adventure.
To further celebrate the partnership, each of the stores and pop-ups stocking the capsule collection will be transformed into immersive spaces featuring window displays, digital screens, and flooring inspired by ‘Burberry: Freedom to Go Beyond.’
“We are thrilled to be partnering with Minecraft to bring the Burberry brand story to life in such an immersive way. With a shared belief in adventure, community, and the power of creativity to open spaces, the natural synergy between both of our brands has allowed us to connect our respective worlds in a way that is unexpected and yet entirely natural. By coming together, we hope to connect communities and inspire our consumers with a whole new way to experience our brand,” said Phillip Hennche, director of channel innovation at Burberry.
“We are excited to announce Minecraft’s first luxury goods collaboration with one of the most iconic fashion brands in the world, Burberry. Our capsule collection and exclusive in-game content bridges the digital and physical worlds through a celebration of adventure, exploration, and self-expression,” said Kayleen Walters, head of franchise development at Mojang Studios. “Through our partnership, we will bring the joy of gaming to the world of luxury fashion and introduce new audiences to the endless creative possibilities within Minecraft.”
The capsule is now available on Burberry’s website and in seven global stores and pop-ups, including Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Seoul Cheongdam, Korea; 101 Taipei, Taiwan Area, China; and Siam Paragon, Thailand.
Fibre2Fashion News Desk (NB)