Luxury fashion brand Dolce & Gabbana has announced a partnership with Italian esports organisation Mkers.
The collaboration will see Mkers be a part of a new project called ‘gooDGame,’ with capital letters referencing the brand’s initials.
The project will produce a video series of eight episodes, showing the lives of protagonists from four different teams across North America, South America, Europe and Asia.
Instead of just focusing on the routine of teams in gaming houses and the challenges of a professional esports player, the series will promote an exchange experience between organisations and the players involved. Players will be swapped between organisations, making the experiences they share the main driving forces of the show.
Dolce & Gabbana’s brand will be present throughout the eight episodes, while a gamers-focused capsule collection will be launched during the project. The production of gooDGame episodes will be handled by Frame by Frame video company.
The deal was closed a few days after Italian fashion brand hit esports headlines by launching the Gucci Gaming Academy with FACEIT. Gucci has maintained a relationship with competitive gaming since 2020 when it joined a collaboration with the British organisation Fnatic.
As for Mkers, the organisation recently went through a rebrand to celebrate its fifth birthday, fitting into a more modern design.
Thomas De Gasperi, President of Mkers, commented: “The collaboration with Dolce & Gabbana is the consecration of a path that Mkers has been pursuing for five years, promoting the values of exclusivity and style in the esports sector. The operation we have built is unique in its kind and will strengthen the internationalisation process which represents a further evolutionary step for us.”
Esports Insider says: This is certainly an interesting way to enter the esports sector, exact details haven’t been revealed however the idea of creating content focused on different environments sounds intriguing. As Gucci and Dolce & Gabbana are looking to cement their place within esports, surely there will be more movement from the luxury industry in the esports scene.