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Gucci and The North Face collaboration debuts on Pokemon GO

American outdoor brand The North Face and Italian luxury brand Gucci is yet to release their anticipated collection to the public, at least in physical form. Earlier this week, the two brands turned to The Pokemon Company and its AR developer Niantic to debut the t-shirts, hats, and backpacks. Pokemon GO gamers can dress their Avatars in the collaboration for ”a limited time”, so be quick.

Players can look for specific Gucci Pins on the app’s immersive map, where they can access the digital collaboration for free. There are 100 total pick-up-points, spread out in cities all over the world.

For the people who like to keep it old-fashioned and purchase the collection in physical form, the online purchasing raffle opens on January 9 and general sale opens on January 22.

The digitisation of the fashion industry is developing at a rapid pace. The global pandemic has accelerated this phenomenon, next month, Copenhagen Fashion Week is set to be fully digitised and won’t have a physical fair, Cecilie Thorsmark, CEO of Copenhagen Fashion Week, told Dansk Mode & Textil.

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Look good, play good — Longchamp and Pokemon GO drop digital backpack

French luxury leather goods company Longchamp has chosen a progressive and playful platform to launch its new bag collection. The well-established designer brand has turned to The Pokemon Company and its AR developer Niantic to showcase a backpack that Pokemon Go gamers can wear just in time for this years Paris Fashion Week.

Starting on October 2, Pokemon Go trainers can rock the luxury bag whilst scavenging the digital world, but the bag is also released physically for the fashionable gamer that doesn’t want to be outshone by its digital avatar. The virtual bag is completely free for users to wear, but the physical bag probably will probably set you back a couple of hundred euros. For the physical world, the Pikachu-clad backpack is released together with four other Pokemon-inspired bags.

A convergence between fashion and gaming is nothing new, but it should be further encouraged. Millennials and Gen Z’s are spending a great amount of time, money and effort on their digital appearances via various avatars online. Last year Louis Vuitton alertly released an in-game capsule collection for the tactic game League of Legends and thereby set a standard for mainstream fashion brands to be shown in both digital and physical environments. For fashion brands, expanding into the digital sphere will be met with a huge demand from gamers and will cut down both expenses and environmental footprints. It should be a no-brainer.