In the wake of a luxury retail slump, Versace is diving into the digital realm with a new experience in Fortnite. Concurrently, Mango presents a fully AI-generated campaign, and Adidas x Manchester United release a digital kit in Roblox.

Versace is establishing itself as an unexpected leader in the Web3 space. Following its augmented reality-powered filter collaboration with Snap, the Italian fashion house has partnered with Fortnite for a limited-edition activation, aiming to engage players with its products. As more luxury brands turn to gaming platforms for promotion, consumer expectations are shifting significantly.

Versace's Gamified Activation in Fortnite

Versace has ventured into the Fortnite metaverse with a limited-time campaign centered on its Mercury sneakers. Launched earlier this week, the experience allows players to wear the sneakers in-game within one of Fortnite's most popular creative maps, Murder Mystery. Players can explore an archaeological dig site and compete to find the sneaker, a digital treasure offering special in-game rewards.

Brands are increasingly using gaming platforms to showcase their latest products and connect with tech-savvy consumers. However, consumer expectations are rising as more luxury labels incorporate gaming into their marketing strategies. The choice of gaming platform can greatly affect an activation's success. Fortnite, for instance, has its challenges. The inability to sell items, the difficulty in monetizing, and the challenge of reaching a vast audience due to category placement on the Epic Store make it hard for brands to justify investing in a Fortnite experience.

Mango's AI-Generated Campaign

High-street retailer Mango has harnessed the power of machine learning for its new “Sunset Dream” campaign, part of its Teen clothing division. The AI-generated images feature models – created by AI – wearing the brand's new collection against a Middle Eastern-inspired backdrop.

The campaign started with real photos of each garment, followed by training a generative AI model to position the real garments on virtual models. Once the AI-created images were ready, Mango’s art team selected, retouched, and edited them.

AI-generated content presents a challenging landscape for brands. While machine learning can streamline the creative process and enable design teams to take creative risks, it also raises concerns about job displacement. Levi's faced controversy last year when its AI-generated models went viral, with accusations of using AI to avoid paying real models.

Adidas and Manchester United's Phygital Collection

To coincide with the launch of its new home kit for Manchester United FC for the 2024/25 season on July 1, Adidas released the digital version of the uniform in Roblox. In collaboration with Dubit, Adidas created a bespoke avatar clothing shop where players can explore Manchester United products within the “adidas Outfit Creator” experience on Roblox.

Adidas recognizes the importance of connecting with the next generation of football fans who are socializing and spending money on digital platforms. Sports experiences on Roblox, such as FIFA World, have shown significant engagement, with over 21 million visits since its 2022 launch. Adidas’ latest project allows fans to express their support in the digital world, leveraging the brand's real-world influence and providing an affordable alternative for younger fans who may not afford the real kit.

In an era where digital integration is paramount, both luxury and high-street brands are leveraging advanced technology to engage and captivate their audiences. As the digital landscape evolves, the fusion of fashion and technology promises to deliver innovative and immersive experiences for consumers worldwide.