The two partners have come up with an in-game adventure called Burberry: Freedom to Go Beyond, with a “physical partnered capsule collection and a range of extensions and experiences”.

The luxury fashion giant said the collaboration “allows consumers to both physically and digitally immerse themselves in a distinctly Burberry x Minecraft universe”.

It added that it shares values of “adventure, creativity, and self-expression” with Minecraft, and the collab is the first time it has linked up with a gaming franchise to create a fully branded gaming experience that’s supported by a physical capsule collection.

Equipping the modern explorer in-game and beyond, the capsule collection will be available online exclusively at Burberry.com, as well as in-store at seven global stores and pop-ups including at Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Cheongdam-dong Seoul, Korea; Taipei 101, Taiwan Area, China; and Siam Paragon, Thailand.

Both the free in-game adventure and the partnered capsule collection will become available on November 1. Players can find the Burberry world in the Minecraft Marketplace and the capsule collection online, as well as in-store. Early access to the capsule collection and a set of exclusive in-game accessories will begin on the 31 October in selected countries and exclusively to Burberry subscribers.