Gucci, for example, has partnered with Animal Crossing, Roblox, Pokémon Go, The Sims, Genies, Tennis Clash and League of Legends all within the last year, crafting virtual iterations of its runway ensembles and legacy motifs to coincide with each aforementioned domain. Gaming represents an entirely new revenue channel for brands, and although in-game fashion collaborations existed prior to COVID lockdowns, the pandemic certainly catapulted labels into the esports realm. “The population of humans who have the most time to play video games (ages 18 to 35), and spend the most money on video games (ages 36 to 39), are all excitedly clinging on to this ever growing medium of video games.” Kristopher Alexander, esports production and games user research expert at Ryerson University, told HYPEBEAST. “With video game play increasing upwards of 75 percent as of March in 2020, it’s no wonder that fashion is now interested in the future - or present - of gaming,” Dr. In its use of digital ownership, it represents a new frontier for the intersection of gaming and fashion - and one that seems likely to be highly profitable for brands that can take advantage of it.įashion’s movement into gaming is bridging the gap between the two industries in a mutually beneficial manner
RUNWAY FASHION MODEL GAMES SERIES
Most recently, Burberry has debuted a range of in-game accessories for the online game Blankos Block Party, which are being released as a series of NFTs on August 11. After years of modest collaborations that have yielded real-life trophy cases, esports apparel capsules and namesake gaming characters receiving their own fashion campaigns, fashion labels have since transcended the physical boundaries of those partnerships and entered the virtual worlds in a plethora of groundbreaking ways, expanding the possibilities of what a crossover between fashion and gaming can look like.
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