Yes, you read that headline correctly. It looks like leading fashion designers are making the most of Nintendo’s wildly popular Animal Crossing: New Horizons title, and using it showcase the latest styles and outfits from their collections.

While at first the move sounds rather odd, given the success of Animal Crossing, which sold 11.17 million copies in just 12 days, it makes a lot of sense. Add to this the fact that COVID-19 has restricted any form of real world runways and catwalks being created, and looking for some sort of digital outlet is the only recourse at this stage.

Some designers have also proved quite savvy in the way that they have gone about adding their creations to Animal Crossing. As Elle reports, Sandy Liang for example, created an exclusive pop-up shop in-game for players to check out her latest clothing. The pop-up was so exclusive that only six players were allowed inside at a time, and some even happy to wait almost two hours in line to get inside.

As the publication points out, those are some Supreme numbers right there. With the pop-up now closed, players will not be able to access it, but the brand did share some images on Instagram (embedded below too) for those who have not played Animal Crossing yet.

Another rather interesting tactic being used is collaborations, with Marc Jacobs working with the Animal Crossing Fashion Archive. The designer created six items that can be downloaded via codes featured on its Instagram Stories page, and available for players to use in-game in order to dress up their character in high fashion duds.

What other designers or fashion houses will make use of the game remains to be seen, but with the likes of Fortnite also turning to collaborations during the COVID-19 pandemic, such as the virtual Travis Scott concert, perhaps Animal Crossing: New Horizons will embrace fashion-focused partnerships in future too.