Whether we’re trading stocks, collecting NFT art, or bidding on the latest pair of must-have sneakers, our reality is becoming more and more gamified.

Our new White Paper is dedicated to this gaming of reality – for access to our complete findings, enroll in our new six-part email thread that will unpack the results of our polling data, surveys, and interviews directly in your inbox over the next six weeks. We’ll explore the ongoing collision of gaming and fashion and provide exclusive insights on the future of the metaverse.

Once considered a childish niche, video games now have an undeniable gravity that has locked contemporary culture into its orbit. As gaming finds inroads to new audiences and industries, it alters the consumer landscape, forging unlikely alliances and upending the norms of marketing. As these changes continue to accelerate, the virtual societies, spaces and currencies created by gaming are even beginning to challenge our notion of reality.

Today, we expect entertainment around every corner, and the more you pay, the more entertainment you get. Whether it’s the amusement park atmosphere of Dover Street Market or Gucci’s virtual Sneaker Garage for trying on sneakers, high-touch experiences have evolved into high pleasure experiences. These days we literally pay to play.

The niche communities that luxury once catered to — car collectors, watch experts, wine enthusiasts — have now been replaced by distinct virtual worlds. These enclaves, whether they exist on a subreddit, a Discord channel, or an unnamed backroom of the internet, are creating a new consumer metaverse: spaces that are hyper important to those who spend their time there, but relatively untouched by brands.

From Balenciaga replacing their runway show with a video game to Herman Miller using gamers as the test pilots for a new era of office seating, luxury brands are just starting to use video games to map the future. But what happens to the hierarchies of the luxury market once gamers become the new elite?

In order to understand how gaming will shape the future of luxury, we conducted a survey of our own style-conscious readership to learn more about their relationship to gaming. Made in collaboration with Richard Turley and Lucas Mascatello of Civilization newspaper, the report includes interviews with a selection of industry experts from across both fields to gather insights on the future of this cross-cultural collision, including pop star and artist Arca, Errolson Hugh of Acronym, and Kara Chung of Animal Crossing Fashion Archive.

We Recommend
  • 38 Japanese Clothing Brands Every Highsnobiety Reader Should Know & Where to Buy Them
    • Style
  • 11 Crisp White Tees to See You Through Spring & Summer
    • Style
  • FARFETCH BEAT Gets Philllllthy With New Off-White™ Capsule Collection
    • Style
    • sponsored
  • A Luxury Keychain Is a Smart Way to Flaunt Your Favorite Label
    • Style
  • Why Culture’s Relationship With the Outdoors Is Just Getting Started
    • Style
What To Read Next
  • New Balance's Sleek Gym Shoe Stands on Barefoot Business
    • Sneakers
  • Dior's Giant Skate Shoes Are Wonderfully Beefy (& Lewis Hamilton-Approved)
    • Sneakers
  • Patta x Stüssy Is a Family Affair & Beyond (EXCLUSIVE)
    • Style
  • Kawhi & New Balance Cooked Up a Shockingly Beautiful Basketball Shoe
    • Sneakers
  • HOKA's Most Stylish Hiker Went Full-On Dad Shoe
    • Sneakers
  • How Many Pants Is Too Many Pants?
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.