In recent years, we have witnessed fashion's craze over gaming. From Gucci collaborating with Animal Crossing to Balenciaga launching their own video games. These brands are making brave moves into the digital world, proving how fashion can exist in both physical and virtual forms. We have reviewed several fashion x gaming crossovers, but let's dig up a couple more — Here are 3 ways fashion leave footprint in the metaverse:
1. Launch their own video game
In 2021, Balenciaga released their fall collection in the form of the video game: Afterworld: The Age of Tomorrow.
In the game, players walk through 5 levels of virtual space, on the way passing avatars dressed in garments from Balencigia's latest collection. This includes oversized tailored suits, metal-armor boots, and fur faux puffer jackets.
The video game not only provides existing customers with a refreshing experience but also attracts curious players who want to explore the first-ever game to be produced by a fashion brand.
2. Introduce new products with mobile games
Burberry's B Bounce
Burberry is a British luxury fashion house based in London. It is most well known for designs of trench coats and leather goods.
Founded in 1856, the brand originally focused on outdoor attire but later switched to high fashion and started designing luxury items. The legacy that continued to the present day.
In 2020, Burberry launched its first mobile game called B-Bounce.
In the game, players race to the moon on a Burberry-clad deer that bounces upwards through rain clouds. Extra speed is gained by collecting the label’s gold TB logos and drones. Players can also style their deer with different outfits and have a chance to win interesting prizes such as the Burberry puffer.
Rachel Waller, Vice President of Burberry vice president said B Bounce brings a unique experience for the community that already exist by incorporating the surprise and delight from storytelling — and gaming is the new frontier of storytelling.
3. Collaborate with gaming brands
Gucci X Tennis Clash
Tennis Clash is the closest mobile game to the real-life experience of playing tennis.
In the latest collaboration with Gucci, users are allowed to buy outfits of their in-game characters from the Gucci website. They are also challenged in a new tournament “Gucci Open” with custom-designed tennis strings by the luxury fashion brand.
Marc Jacobs X Animal Crossing
Animal Crossing is a life simulation video game that allows you to escape on a deserted island and create your own paradise.
The recent collaboration of Animal Crossing with Marc Jacobs brought together an outfit collection for players who set off a virtual adventure. The designs include 6 pieces in staple sugary colors from spring/summer and fall 2020.
Why does all this matter?
It's interesting to see fashion step into the gaming world. As it shows, making clothes 100% virtual is not only possible but also profitable.
On the one hand, fashion brands can tap into the potential market of gamers who make up ⅓ of the world's population. Gaming X fashion crossovers bridge the gap between what's real and not real and open up opportunities to turn digital designs into physical products. On the other hand, fashion lovers can immerse themselves in the metaverse, which makes a more captivating experience than virtual try-on or reading lookbooks.
The digitalization of fashion also changed the way we think about clothes — that they can only be bought and experienced in real life. Virtual clothes can bring the same satisfaction, even more, as they offer us more ways to interact with our clothes other than putting them on our back.
"We can have fun with our clothes"
"Digital fashion rocks up your daily styles" - Poly Bodysuit
"A little digital touch can make the ordinary outfit phenomenal" - Blue Martian Dress
The reality is most of us don't buy clothes to wear, but only to impress. We get caught up in the status game and stock our closet with more items than we actually need. This often results in guilt and depression rather than happiness and fulfillment.
The way out?
Taking the majority of your closet online.
Like skins in gaming, virtual clothes are a display of status. They reflect who you are and your sense of creativity. In many ways, they look cooler than physical clothes and can fit all sizes and shapes, even changing colors to match your mood. These unworldly designs surely spark up your social media profiles without making a dent in your wallet.