Product placement, a well-established advertising technique in film and television, has found in video games an innovative and effective medium for fashion brands, in a context where interaction and personalization are fundamental. This research explores the evolution of this strategy from traditional media into interactive digital platforms, emphasizing its integration within video game. Through both theoretical and empirical analysis, this study examines the unique attributes of product placement in fashion, comparing its impact to that in other audiovisual media. In addition, representative cases of collaboration between fashion brands and video games are analyzed, evaluating their economic and cultural impact. The findings underline the capacity of video games to create immersive experiences that strengthen the emotional bond with consumers, positioning them as a strategic space for brands. It also identifies emerging trends, such as the incorporation of immersive technologies, including augmented and virtual reality, that are redefining the interaction between fashion brands and their audiences. The results highlight that the success of product placement in video games depends on its organic integration within the medium, ensuring that the user experience is not interrupted, but enriched.