On Monday, the unlikely partners debuted a digital “Fit Set” of outfits for four of Fortnite’s fan-favorite characters, complete with streetwear staples like hoodies and sweat sets, catsuits, and ripped jeans—as well as tools and accessories like “backblings” and pickaxes.
Soft indigo denim jacket, $1,290.
Black poplin shirt, $995.
Red Fortnite cap, $395.
Shoppers can even purchase a real-life hoodie that unlocks access to the garment within the game for $725.
Neiman Marcus is attempting to bring that accessibility to the masses through a unique virtual experience powered by luxury streetwear news site Hypebeast.
On Tuesday, the department store launched a shoppable virtual showroom alongside the sneaker authority, debuting with footwear from 11 luxury brands.
The futuristic online portal, inspired by a futuristic laboratory crossed with an art gallery, provides Hypebeast readers with an elevated e-commerce experience that “reimagines remote shopping,” the groups said.
The virtual showroom merges stunningly detailed, yet minimalist, imagery with detailed editorial storytelling about products from brands like Alexander McQueen, Balenciaga, Balmain, Christian Louboutin, Dolce & Gabbana, Givenchy, Maison Margiela, Moncler, Off-White, Versace and Giuseppe Zanotti.
What’s more, each fashion house designed a one-of-a-kind style exclusive to the initiative and available only at Neiman Marcus’ virtual showroom. Select styles from the brands will be available at all 37 of the retailer’s stores.
The partnership has taken shape amid “extraordinary growth” in the retailer’s luxury business—with men’s representing a standout category, Lana Todorovich, Neiman Marcus president and chief merchandising officer, said.
“This opportunity is both innovative and exciting for Neiman Marcus and Hypebeast,” she added.
“It’s allowed us to reimagine what the future of e-commerce looks like while bringing the best of both worlds together and offering access to our top luxury brands who specifically created exclusive shoe styles for our customers.”
Online luxury sales are seeing a notable bump, she said, but shoppers are seeking “retail theatre” that goes beyond the typical click-to-buy experience.
“In an era of fast-paced digital consumption, a traditional model of promoting has grown stagnant,” Hypebeast’s U.S. vice president of brand partnerships, Huan Nguyen, echoed, noting that the partners’ latest project showcases sneakers “in a new, profound light” with the Hypebeast audience in mind.