
Published 27 September 2021
From the adoption of NFTs to phygital hybrid collections, digital fashion is becoming a commercially viable option for youth-led brands and Gen Z consumers alike. Now by tapping into junior games and platforms like Fortnite, luxury brands are making it work for them.



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As fashion collaborations become increasingly wide-ranging and unexpected, the landscape has become a creative free-for-all, with brands taking big swings to stand out in a crowded space. Despite oversaturation concerns, consumer appetite is still high for smart collabs driven by imagination and exclusivity.