Burberry Partners with Gen.G To Champion Women In Gaming

by SHOWstudio on 27 July 2022

In a four-part series the British brand and global esports organisation are tackling issues of inclusivity within gaming.

In a four-part series the British brand and global esports organisation are tackling issues of inclusivity within gaming.

From Balenciaga’s collaboration with Fortnite to Louis Vuitton designing a bespoke travel case for the League of Legends 2019 Summoner’s Cup trophy, fashion has caught the gaming bug. Though the newly explored medium adds a novel layer of engagement to a community long ignored by fashion brands, problematic aspects within esports are in stark contrast to the realities of the fashion industry. Looking to make a statement in its first foray into the world of esports Burberry is tackling these problems with a four-part series championing women and the importance of inclusivity in gaming.

Plugging into the realm of esports, Burberry conceived this project with global esports organisation Gen.G. Ranked no. 6 in Forbes list of the World's Most Valuable Esports Companies. As a platform Gen.G tackles issues of misogyny and homophobia with initiatives like their Foundation Scholarship. Providing resources and support for the future leaders of the gaming industry, it also promotes a culture of diversity and inclusion. Highlighting its commitment to empowering underrepresented communities within gaming and beyond, Burberry will help select the scholarship recipient.

Krysta “Krystalogy” Eason, Founder of @Enlightgg, Eunice Chen, and Burberry’s Vice President of Brand Protection, Melissa Roth Mendez, and Emily Ghoul

‘We are so proud to partner with Gen.G and to support the next generation of women within gaming to go beyond. Through our programming and scholarship, we hope to equip young leaders with the skills they need to succeed and achieve their aspirations,’ explains Burberry’s Global VP of Channel Innovation. Rachel Waller.

The four-part series will be hosted by content creator Emily Ghoul as she leads discussions on toxic online environments, stereotyping, and underrepresentation with gamers, influences, and content creators across the industry. As Chief Marketing Officer at Gen.G, Gina Chung Lee explains, 'We envision a community of creatives that is inclusive and diverse; we hope this content series inspires fans in gaming, fashion, and music alike.’

The first episode launches tomorrow on the Burberry website, TikTok, YouTube, and Twitch. The remaining episodes will be released every two weeks.



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