Ted Baker collaborates with Animal Crossing to preview AW21 collection


Ted Baker has made its first step into the clothing gaming market by showcasing its AW21 collection on Animal Crossing: New Horizons. 

The news comes as the lifestyle retailer revealed it is experimenting with “new and innovative digital formats in a bid to develop its cultural capital and capture market share from a millennial audience”.

The British-fashion house has created a virtual universe in the game called “Ted Baker Island,” which allows players to explore five different virtual realities inspired by the brand’s new street party sessions campaign. 

Players can customise their avatars and try on 20 items from the new AW collection. 

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The collaboration also offers in-game photo opportunities and a QR code, directing players to find out more around the street party sessions campaign. 

The company worked on the project with visual artist, gamer and musician Kara Chung who runs the Instagram account Animal Crossing Fashion Archive. 

Ted Baker chief customer officer Jennifer Roebuck told WWD that the company has “an appetite for innovation, [so] it makes sense for Ted Baker to begin to explore the gaming space.”

She said : “This is a playful extension of our Street Party Sessions campaign that will allow us to engage with new audiences globally and shift brand perceptions.”

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