LVMH plays Games on Web3 – say what?

Published: June 22, 2023

min read

The luxury brand LVMH has struck a deal with Epic Games on its digital journey to Creative Transformation. The goal is to offer unique immersive experiences and products to LVMH’s customers and expand their Web3 presence.

LVMH is the conglomerate behind some of the biggest brands in fashion like Louis Vuitton and Dior. The fashion giant aims to utilize Epic Games’ 3D creation tools to launch more immersive digital experiences. Epic Games is one of the biggest names in gaming and has created games like Fortnite, Unreal, and Infinity Blade using its Unreal Engine, Twinmotion, MetaHuman, and Reality Capture.

The partnership is to also add some new tools to its design pipeline using 3D technologies for all of its brands. One of the tools is the Unreal Engine, a gaming creation tool that was recently used in Puma’s Black Station 2. Using this tool, the brand can create very realistic and high-definition gaming experiences, new collections and ad campaigns. Fashion has been going very digital, and everyone wants to present their visual-heavy brands in digital environments that display and feature them in the best light.

LVMH is also announcing their upcoming Web3 project, ‘The Journey,’ where users can enter the metaverse, choose a portal and go into a virtual world that has exclusive products and experiences.

LVMH plans to use Epic Games’s 3D creation tools - Unreal Engine, Twinmotion, MetaHuman, and Reality Capture to create immersive experiences for all of its brands. LVMH first stepped into the Web3 space in 2021, and has been offering multiple experiences and digital products since then.

We have always been committed to innovations with the potential to bring our customers new experiences. Interactive games, which have developed into a full-fledged cultural phenomenon, are a perfect example. The partnership with Epic Games will accelerate our expertise in 3D tools and ecosystems, from the creation of new collections to ad campaigns and to our Maisons’ websites.

Toni Belloni,

LVMH Group Managing Director

Despite the fact that Web3 fashion had a slower start than other niches, it has been growing tremendously – brands like Dolce & Gabbana, Burberry, Tiffany, Balmain, and Jimmy Choo, have launched their own virtual products successfully.

LVMH entices Gen Z

Epic Games is a gaming company – and they have created some amazing games that are rich in visuals, concept and imagery. So for a luxury super brand like LVMH to partner with them, means only one thing. They have set their eyes on a younger demographic.

Luxury Fashion is something that is not affordable by the younger crowd. It is the older, more settled, more affluent generation that would shop luxury products. But the future is in the hands of these Gen Zs and Millennials whose spending power will only increase as time goes by. So the best thing to do is to get their attention right now – and how do you do that? Through a way that appeals to that demographic of course!

You create a space where they can step into, conjure up an avatar, perform tasks and play games to jump to higher levels where they get cooler stuff to wear and collect. And you introduce them to the wonder that is your luxury brand - something that they have to work at to obtain; that they have to aspire to own; also that this luxury brand is fun and relatable, and not just something that an older person wears and can afford.

Many luxury brands are doing this – trying to forge a relationship with the younger demographic, so that this is a relationship between the brand and the individual; and not a relationship that has been handed down from a previous generation. One must admit that that is also a special connection – it is great for a younger person to connect with a brand because he or she was introduced to it by their moms or dads or an aunt or an uncle.

This is a great way to get the attention of Gen Z – entice them with games, help them see you as a fun, relatable brand. And when they have enough spending power, they will turn to you for fashion that is pure luxury!


Grace Wang

Grace is an advertising professional who keeps abreast of the latest and greatest in the marketing and advertising space. She is a traditionalist in lifestyle and modernist in her profession. Outside of marketing and advertising, she helps younger generation try and adapt traditional lifestyle for a healthy living.


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