From Burberry to Tesla, luxury labels borrow the star power of blockbuster games to reach young Chinese consumers

Burberry announces new game 'skins' in collaboration with Tencent’s Honor Of Kings. The British fashion house joins upscale brands such as Louis Vuitton and Rolls-Royce in partnering with video games. — SCMP

Owning a Burberry trench coat or a Tesla car may be a pipe dream for many people, but international luxury brands are now giving China’s young gamers a taste of the high life in the virtual world.

British fashion brand Burberry announced on Monday it has exclusively designed two “skins” – outfits worn by game characters – for Yao, a popular heroine from Tencent Holdings blockbuster Honor Of Kings. The skins, created by Burberry chief creative officer Riccardo Tisci, will be available for purchase to all mainland Chinese players, although the prices have yet to be announced.