Louis Vuitton x League of Legends

Louis Vuitton have created a sport-luxe capsule collection to wear IRL (In Real Life), with matching skins for your avatar to wear in the LoL (League of Legends) game.

The acronyms in that sentence are already making me feel old, but Luxe Digital are predicting much more to come. They say a convergence of gaming and luxury in 2020, will enable users to put themselves at the centre of luxury brand stories. Likewise, some of my techie friends are telling me they’re being commissioned for some really interesting upcoming luxury projects on the gaming platform Twitch.

From a luxury marketer’s point of view, I’m so excited to see brands letting their hair down and engaging a wider audience - Louis Vuitton have been on this road for a few years now but in 2020 I still know a few luxury brands who struggle with the idea of ‘user-first’ and non-traditional 2-way channel placements. Maybe 2020 will be the year of change.