Video games used to be simple. You would buy one, take it home, play it, and then repeat until the console eventually stopped reading the disc. But times have long since changed.

This week, Balenciaga became the first luxury brand to enter the Fortnite world, thanks to a partnership that arrives with both digital and physical elements. The reaction has been mixed; there's a tension between calling out the clothes as the grossly overpriced streetwear that it so evidently is, and an admiration for the fact that it's just so typical of Demna Gvasalia's galaxy brain thinking. 

 "It’s enough that kids have to buy the game and a device to play it on," says Iolo Edwards, director of High Fashion Talk. "And what doors does this open for other brands to do the same? Adults are equipped to understand that designer clothing is not a need; for a nine-year-old who is convinced that having Balenciaga doggo is be all end all, it's a bit more difficult. Maybe it’s good for them to learn young, but I’d rather protect that innocence and naivety."

Fashion and video game crossovers are nothing new and are here to stay. Let's just hope brands play fair when it comes to pushing their product.