While brands such as Balenciaga have dominated the headlines when it comes to in-game collaborations, Kane has managed to pursue a branded video game strategy with much more limited resources. The brand worked directly with a development team in Atlanta to both create the story and create new visual technology on the game character to replicate the way fabrics move. This has had implications beyond the world of gaming, opening up possibilities for 3D design to improve the way products are displayed on digital platforms.
Alongside the video game initiative, Kane has also expanded into NFTs, most recently giving away 90 NFTs to VIP customers and high profile brand ambassadors featuring artwork from the Joshua Kane video game. This was delivered in the form of a replica physical key, laser engraved with unique codes to access the asset.
“Digital collectibles, that’s how I like to think of them. Collecting and bespoke – they’re so close to each other: the idea of having just one, made specifically for you,” says Kane. It’s also key to making a traditional luxury category relevant to new audiences: breathe new life into it… by reinfusing it with a whole digital universe that just gets bigger and bigger.
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