GTA 6 marketing has reached the luxury-retail stage. Selfridges has handed the ground floor of its flagship Oxford Street store in London — including its Corner Shop space — over to a full Grand Theft Auto 6 takeover ahead of the game's November 19 release.

This is no small window display: IGN describes the entire ground floor of the flagship as overtaken, with Eurogamer noting a considerable line of merchandise on offer. The headline item is a varsity jacket priced at an eye-watering £2,500 — roughly $3,355 — a figure that says plenty about where Rockstar sees the GTA brand sitting these days: less game merch stand, more fashion drop.

Luxury collaborations have become a standard play for entertainment giants, but a takeover of one of Britain's most famous department stores ten days before launch underlines just how far outside gaming's usual lanes the GTA 6 campaign is running. With the release date finally in sight, expect the marketing blitz to keep escalating — and for that jacket to end up on resale sites at even sillier prices.