Burberry partners with Minecraft to create in-game adventure and capsule collection

British luxury fashion house Burberry has partnered with Minecraft to create an in-game experience that comprises a physical and digital capsule collection.

This follows other high-end brands like Gucci, Nike, Hugo Boss and Dolce and Gabbana dipping their toes in Web3 and gaming technologies. 

The game called, ‘Burberry: Freedom to Go Beyond’, allows consumers to both physically and digitally immerse themselves in a distinctly Burberry x Minecraft universe.

The collaboration marks the first time that Burberry has partnered with a gaming franchise to create a fully immersive and branded in-game experience, which is bespoke in both landscape and story line.

Phillip Hennche, director of channel innovation at Burberry said, “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.”

Designed together with Minecraft mapmakers Blockception, the fashion house said it took inspiration from its heritage and reimagines journeys into nature through the power of adventure.

Commencing in a fantastical version of the City of London, the home and global headquarters of Burberry, the game is punctuated by creative references to the brand’s universe – including an Equestrian Knight character, Thomas Burberry Monogram maze and a range of members from the Burberry animal kingdom, each bestowed with mystical powers, according to the fashion house.

With a venturesome and fast-paced narrative, game players assume the role of a modern explorer, adventuring into the unknown to restore four element-inspired realms to harmony.

Bridging the digital and physical worlds, Burberry and Minecraft encourage communities to showcase their self-expression and equip the modern explorer with in-game skins and character creator items, as well as a physical limited-edition capsule collection.

Kayleen Walters, Head of Franchise Development at Mojang Studios said, “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.

“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.”

Launching exclusively online at Burberry.com and in selected stores from November 1, the capsule 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 available to buy now.