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Fashion and Gaming: How Luxury Fashion Brands Use Gamification

Where does fashion intersect with gaming? Learn how luxury fashion brands build equity with help from the gaming industry.

738 enrolled on this course

A woman with short blonde hair and a long leather coat sat on the floor surrounded by neon pink lighting with a VR headset.
  • Duration

    4 weeks
  • Weekly study

    4 hours

Understand how fashion is moving into the gaming industry

During the COVID-19 pandemic, the absence of physical fashion shows pushed designers worldwide to look for innovative ways to interact with their audiences.

The use of technology and strategic partnerships allow fashion brands to reach wider consumers. Luxury fashion houses like Burberry, Balenciaga, Gucci, and Marc Jacobs are venturing into the world of gaming through unique collaborations.

On this three-week course, you’ll discover how and why fashion is moving into new spaces, such as the gaming industry, which is predicted to surpass $200 billion by 2023.

From gaming-inspired fashion designs to brands creating their own styling games, you’ll study the characteristics of the intersection of luxury fashion and gaming.

Explore how fashion businesses build brand awareness

From subculture to mainstream, the gaming community stretches across western societies, often made up of Gen Z and Gen Alpha consumers.

It’s no surprise, then, that the fashion industry has used gaming as a way to tap into this younger customer base.

You’ll assess the use of gaming as a tool for marketing communications, and how it has helped luxury brands build awareness and reach new consumers.

Discover how gaming communities become fashion consumers

Analysing the gaming community as singular fashion consumers, you’ll get to grips with these industries interlink.

You’ll also understand how these partnerships are mutually beneficial, as gaming companies can use it to position themselves as more culturally relevant.

By the end of this course, you’ll have a deep understanding of the industry case study between fashion and gaming. You’ll know the opportunities and challenges that arise within this space for luxury fashion brands and how this trend may continue.


  • Week 1

    Fashion and Gaming

    • Introduction to Fashion and Gaming

      The exciting alliance between fashion and gaming has enabled the use of online virtual games to interact directly with potential customers. We will take a deep dive into this new revenue stream and marketing approach.

    • The Jump: Videos to Gaming

      How video in fashion is leading the gaming revolution

    • Week 1: Recap

      Let's quickly review our learnings from week 1

  • Week 2

    How & Why Fashion Met Gaming

    • Introducing Fashion to Gaming

      Consumer loyalty as displayed amongst the gaming community for gaming products and merchandise is driving advertisers and marketeers to want in on the action or face losing out.

    • Underlying Concepts and Drivers

      What are the influences behind the union of gaming and fashion

    • Week 2: Wrap Up

      A quick run-through of week 2 highlights

  • Week 3

    Cosplay and Gaming: dress-up and connect

    • Introduction

      Discover how closely Cosplay and Gaming are linked together with the Fashion Industry

    • Case Studies

      Execution of Cosplay in Gaming and Fashion

  • Week 4

    Fashion and Esports

    • Introduction to Esports

      Esports and Fashion: a new alliance

    • All In: Fashion in Esports

      Full-fledged implementation of e-sports in fashion

    • Course Wrap Up

      Check out highlights and learnings from the course

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Assess the use of gaming as a tool for marketing communications by luxury brands to broaden their customer base
  • Critique the dichotomy of luxury being exclusive in essence and its popularization via gaming
  • Analyze the gaming community as singular fashion consumers
  • Discussing the characteristics of the intersection of the Luxury Fashion and Gaming industries

Who is the course for?

This course is designed for anyone wishing to gain insight into new methods of digital marketing communications, public relations, and strategic partnerships within the luxury fashion space.

Who will you learn with?

Haweya is the Co-Founder of Afrobytes and The Colors. She has been recognized by Forbes, Fast Company and Entrepreneur as a disruptor in tech.

Tiziana has over 15 years of professional experience in the Luxury business as a Professor and Consultant for international Luxury brands including Salvatore Ferragamo and Max Mara.

Who developed the course?

The Hopenclass

The Hopenclass is a cultural and creative space to (un)learn. Our global think tank stands at the intersection of Culture and Academia. We explore interdisciplinary subjects from entertainment, to business, sustainability and art, and how these influence humanity. The Hopenclass values emotional intelligence and soft skills over IQ, and the real world agrees with us.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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