Burberry knows a thing or two about innovation. In 2010, the British label was the first to live stream a fashion show. Ten years later, the brand is pioneering an exploration between physical and digital – winning the 2022 Fashion Award for Metaverse World and Gaming Experience and two Webby Awards for its collaboration with Minecraft. The secret to being a royal-approved heritage brand that can also be a modern gamers’ go-to? Phillip Hennche, the brand’s Director of Channel Innovation, holds the key. We speak to him about teaming up with Minecraft and what it takes to create innovative experiences that tell the brand’s story in new and unexpected ways.
"I feel like one's identity is multifaceted and you express the meaning of your digital self in different ways and on different platforms, just like you would in different environments, different countries or different social groups IRL."