Stefan Mileschin

The worlds of fashion and gaming are cozying up to one another. From Gucci selling digital items in Roblox to Vogue's virtual fashion spread starring Gigi Hadid, the two industries are increasingly overlapping to capture a young, tech-savvy audience. Now, Louis Vuitton is jumping on the bandwagon by releasing a mobile video game to celebrate its founder's 200th birthday. Louis: The Game stars the fashion house's mascot Vivienne, a wooden doll embellished with the company's flower insignia, on a journey through the brand's history, reports Austrian newspaper Kurier.

The iOS and Android game reportedly tasks players with exploring a colorful world by completing various quests — all pretty generic so far. Whether it turns out to be more than just an unashamed bit of promotional fluff remains to be seen. The game drops on August 4th. If LV goes all-out psychedelic like it did with its recent UFO-style speaker, then it could be worth a look.

According to WWD, the game will also feature "embedded NFTs." Though, that hardly sounds promising. The one-of-a-kind digital collectibles have gone from multi-million dollar auctions to freebies designed to promote throwaway pop culture, like Warner Bros. recent Space Jam reboot.

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