Discord: Luxury’s next big thing?

1 Dec 2024

When it comes to gaming, many brands are spoiled for choice in how to approach the space. From dressing in-game avatars to forging alliances with livestreamers, the industry presents myriad routes for brands to explore.

Among them, Louis Vuitton is charting its own course. This week, the fashion juggernaut celebrated its one-year anniversary on Discord (having joined the platform last September) with a week-long gaming activation exclusive to its community. While the gaming-centric channel remains a nascent space for luxury players, could Louis Vuitton’s latest initiative kickstart a trend?

In other news, New York-based designer and CFDA/Vogue Fashion Fund finalist Kate Barton has teamed up with Syky to digitize her iconic pierced leather bag. Barton joins a growing legion of designers, including Jonathan Anderson and Coperni’s Sébastien Meyer and Arnaud Vaillant, turning the uncanny into wearable fashion. But can this vision translate into digital art? We dissect below.

Louis Vuitton’s new mini-game on Discord #
What happened: One year after launching its Discord channel, Louis Vuitton has introduced a week-long immersive game exclusively for its members. The mystery game, titled “Enigma,” invited players to solve daily riddles and uncover clues, all of which led them to Vivienne, Louis Vuitton’s mascot introduced in 2017. The game was available until November 30.

The verdict: Since debuting its official Discord channel last year, Louis Vuitton's presence on the platform has largely flown under the radar of non-gamers. But that doesn’t mean it’s dormant. The house has cultivated a small but steadfast community of over 8,000 members, bridging the gap between gaming enthusiasts and luxury consumers.

The brand’s latest activation has successfully drawn attention to its Discord channel, with multiple media outlets covering the launch. While its rivals opt for more high-profile routes to target gamers, such as teaming up with megastar livestreamers, Louis Vuitton takes a more long-term approach, prioritizing sustained engagement over buzzy marketing stunts. With over 150 million monthly active users, Discord has become a key platform for luxury brands seeking to forge deeper connections with consumers.

Guerlain unveils NFT collectibles in The Sandbox #
What happened: French perfume, skincare, and cosmetics house Guerlain has launched a new experience on the metaverse real estate platform, The Sandbox. The LVMH-owned brand’s “The World Is Our Garden” campaign, which premiered on November 25, allows players to explore arid shores, magical forests, wildflower fields, and hidden underwater worlds. Wearable digital accessories sold as NFTs are also available in the activation.

The verdict: While fashion brands lag in Web3 innovation, beauty players are going full throttle with their tech-powered initiatives. This year has seen industry giants such as L’Oréal and Estée Lauder invest aggressively in artificial intelligence and Web3, luxury players like Valentino Beauty and Prada Beauty tap into augmented reality, and cult favorites like Totemist embrace near-field communication.

Meanwhile, Guerlain has made NFTs a core element of its digital strategy. In 2022, the brand debuted ‘Cryptobees’ — virtual bees as NFTs — to support a rewilding project in the Vallée de la Millière nature reserve. The brand’s new project builds on this same goal, inviting consumers to advocate for bees, biodiversity, and their role in the development of Guerlain’s fragrances.