The luxury fashion brand Burberry has entered into a cooperation with the popular video game Minecraft. The collaboration essentially consists of an online adventure game called "Burberry: Freedom to Go Beyond" and a physical capsule collection. The two elements are intended to allow consumers to "immerse themselves in a distinctive Burberry x Minecraft universe" both physically and digitally.

According to Burberry, the capsule collection fuses the brand's classic design with familiar Minecraft motifs and is meant to embody Burberry's love of the outdoors and the luxury fashion brand's spirit of adventure.

The collection will be available starting from November 1st, at Burberry's online store and seven retail and pop-up stores, including those in New York, Shenzen, London, Tokyo, Seoul and Siam Paragon in Thailand. 

Burberry and Minecraft promise a "fast-paced adventure into the unknown" on a promotional page, where users could explore four dangerous realms (Realms). 15 downloadable digital outfits, so-called skins, are supposed to combine fashion with fantasy and adventure. Interested parties can sign up now on the "Burberry x Minecraft" website to play along and receive exclusive in-game accessories one day before the official launch.

With this cooperation, Burberry is venturing further into the metaverse, which is currently experiencing a huge boom. The London-based company has already launched two digital NFT collections designed in collaboration with game maker Mythical Game.

Collaborations with gaming platforms are a popular way to enter the Metaverse. For example, Puma, Tommy Hilfiger, Gucci, Ralph Lauren and Walmart are all present on Roblox with their own games. 

The aim behind this new project is to reach new target groups who are already used to paying money for digital outfits in order to be able to dress their digital twins (avatars). This allows them to stand out from the broad mass of users and express their own personality, or adopt another idealized identity.