As Ralph Lauren set to launch Fortnite boot, a look at other labels have dabbled with video game collabs

After the success of the Ralph Lauren x Fortnite collaboration last year, the fashion label is set to launch a physical Fortnite boot on August 3 2023. 

The clothing brand previously launched a collection of in-game outfits and products within the Fortnite world, which was $20 with the Polo Ralph Lauren x Fortnite Polo Shirt $125.00 available to buy via the website. 

The Polo P-Wing Boot will go on sale for $250 with only 200 products being manufactured - as revealed by David Lauren, Ralph Lauren’s chief innovation officer.

The son of founder Ralph Lauren, David said “Our gut is that it will be available for just a few minutes because it’s the kind of thing that will sell out. Our hope is that this will be something that will go quickly if people are engaged with ‘Fortnite’ and engaged with the experience.”

Why are fashion brands collaborating with video games? 

To many people - myself included - the Ralph Lauren customer and Fortnite customer are very different demographics. So why are clothing companies partnering with what is perceived as teenage video games? 

Since the launch of the meta-verse brands are finding easier ways to reach different audiences. Speaking to The Guardian Federico San Martin, director of Minecraft partnerships and licensing explained how “TV advertising” used to be the biggest way to reach your consumer market but these days more people are online either on social media or games. To put it simply it’s a seriously untapped market with over three billion gamers that brands want to make the most of. 

Have fashion houses collaborated with video games in the past? 

It’s actually not the first time fashion brands have teamed up with the gaming industry. 

Luxury fashion houses that have made digital clothing include Gucci in Roblox, Marc Jacobs and Valentino in Animal Crossing, Lacoste and Burberry in Minecraft. 

But brands are realising that the demand for physical products is rising. Balmain released a collection with Pokémon in 2022 that consisted of jackets, bags and t-shirts. Creative director Olivier Rousteing explained why they decided to team up with the video game franchise. 

He said “Today, they make me think of an earlier, simpler time when we all shared a rosy vision of all the positive changes that we were certain that digital innovations would make possible. And that’s a key reason why I’m so happy to partner with Pokémon on this collection - because, right now, we could all use a reminder of those past moments of hope and optimism.”

In 2019 Louis Vuitton launched a collection Louis Vuitton x League of Legends, inspired by the online video game. The range included a bag, joggers and jackets. 

Way back in 2016 shoe brand Vans launched their collaboration with Nintendo and an entire collection of retro-inspired footwear featuring Legend of Zelda, Duck Hunt, Donkey Kong and Super Mario. 

It seems Ralph Lauren won't be the last fashion brand to partner with video games. Who could be next will we see Hugo Boss launch a Call of Duty military-inspired range or Valentino release a risqué collection with World of WarCraft? The opportunities are infinite.