Fashion brand Burberry has unveiled a collection of digital clothing for the game Honor of Kings, which is extremely popular in China.
Burberry continues to be actively involved in the gradual merging of the luxury fashion industry with the world of video games. This time the company has released two exclusive skins for the Honor of Kings game, designed by the brand's Chief Creative Officer Riccardo Tisci himself.
The digital clothing is designed for the popular female character Yao Spirit of Nature. The first outfit is a classic cotton gabardine trench coat with Burberry's signature check. The second outfit is taken from the collection Burberry Spring/Summer 2021 In Bloom, it's a royal blue trench coat and crystal embroidered vest. Digital clothing can be purchased online or from the company's store in mainland China.
Honor of Kings is a Massively Multiplayer Mobile video game developed by TiMi Studios and published by Tencent Games. It was launched in 2015 for iOS and Android mobile platforms and has become extremely popular in China. By 2017, Honor of Kings had over 80 million daily active players and 200 million monthly active players, and was one of the most played and most profitable games in the world at the time, as well as the most downloaded app. As of November 2020, the game has over 100 million daily active players.
This is not the first time that a haute couture designer and a popular video game have collaborated. Previously, companies such as Prada и Louis Vuitton released a number of both physical and game products for the game League of Legends, and also sponsored a tournament watched by over 100 million fans.
Previously, Burberry also released two of its own video games, Ratberry and B Bounce, in an attempt to increase user engagement and online shopping traffic. In this case, we are talking about simple platformers, when creating the interface of which recognizable elements of the famous brand were used.