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Burberry partners with Minecraft to launch DLC

The collaboration will also have a real-world impact as both parties intend to donate money to protect forests and wildlife

Fashion brand Burberry has announced its partnership with the popular sandbox game, Minecraft. This collaboration marks another step in bringing fashion to the digital world.

The partnership will see the launch of Burberry: Freedom to Go Beyond, which includes free downloadable content that reflects both of the brand’s appreciation of nature. As part of the DLC players will be able to venture out into an alternate reality of London where players are tasked with restoring “the spirit of the wild”.

Throughout the DLC players can encounter references to the Burberry brand, the map will also include 15 Burberry skins that range from stylish outfits to armour and elemental-themed skins.

Gaming and fashion fusion 

Speaking with Vogue Business, director of channel and innovation and marketing at Burberry, Phillip Henneche commented on the gaming space and its link to fashion saying, “Gaming is a super important channel for us in terms of how we engage our customer. We know that it’s a very important passion point for our target markets and consumers. We know that they are there, they are present, and they’re very active in that community”. 

Back in July, Burberry introduced a virtual handbag collection on Roblox and last year they partnered with Mythical Games to launch an NFT collection on their multiplayer title Blankos Block Party. Future game collaborations seem likely for Burberry as they pursue broader exposure in games. 

On top of this latest collaboration, Burberry and Minecraft will also be donating $100,000 to Conservation Internationals forest protection and restoration programs. The funding will help to protect 500,000 trees and plant 25,000 new trees. This also helps to conserve wildlife habitats ensuring that they have a place to thrive. Until the end of the year, every Conservation International donor will be granted a QR code that gives them access to a Burberry character creator pack, which features five in-game accessories.

Written By

Paige Cook is a writer with a multi-media background. She has experience covering video games and technology and also has freelance experience in video editing, graphic design, and photography. Paige is a massive fan of the movie industry and loves a good TV show, if she is not watching something interesting then she's probably playing video games or buried in a good book. Her latest addiction is virtual photography and currently spends far too much time taking pretty pictures in games rather than actually finishing them.

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