The Fashion House Battle Royale you never expected
When you think of gaming, I bet your mind doesn't immediately jump to fashion does it? Well, according to brands like Burberry, Gucci, H&M, Lacoste and Balenciaga, a game is as good as a runway.
With nearly 3 billion gamers in the world and an industry worth over $300 billion worldwide, there's no question as to why brands are branching out into collaborations with popular games for every kind of audience. From Animal Crossing and The Sims to Call of Duty and Dead by Daylight; virtual skins and clothing create completely new personalities and users will even pay real money to get the best and latest customisations. Is this the future of fashion? Much like the Metaverse, fashion houses are already taking full advantage of this emerging industry.
With a developing industry comes developing talent too. Some amazing designers are already starting to specialise and put their best digital foot forwards. Samuel Jordan for example first began designing virtual accessories for Roblox and has since made $1 million for the company in 2021 alone, going on to partner with brands such as Stella McCartney to help them enter this new realm of technology.
It might be a little hard to imagine what this would look like if you aren't a gamer so here are a few of the most notable collaborations to date:
Balenciaga x Fortnite
This is one you may have heard of through social media, it was one of the first huge collabs between a game and a fashion house in the west and it went down a storm with players. By buying and parading accessories, skins and outfits as well as visiting a virtual in-game Balenciaga store, players could interact with the brand on a level never done before.
Gucci x *every game ever*
Gucci has been around the video game block more than once. They've collaborated with Animal Crossing on a unique island featuring Jared Leto, The Sims on a campaign to show off their ‘off-the-grid’ collection, with The North Face on Pokémon Go and with Roblox on a Gucci city, to name a few.
Burberry x Honor of Kings
One of China’s biggest video games got the Burberry treatment with the ability to spend your real-life cash on the iconic Burberry trench coat and scarf.
A game analyst commented on the phenomenal response saying, “As owning a Burberry coat or scarf in real life is a symbol of wealth or status, the same can be said for in-game.”
China is where fashion collaborations with video games first took off, due to the high desire for Western fashion brands.
There are so many collaborations that I haven’t begun to touch upon so if you are interested in finding out more about this growing sector in the fashion industry, check out these links:
All love,
Poppy xo
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