Why Fashion Houses Get Into Video Games
In recent years, an intriguing relationship has emerged between the fashion and gaming worlds. As video game technology rapidly advances, creating increasingly realistic environments, these two industries find themselves collaborating in novel ways.
CyberGhost’s post explores this evolving dynamic and how physical fashion and virtual gameplay are now integrating like never before. From haute couture houses releasing custom video games as branding tools to game developers drawing inspiration from runway trends, it’s evident that fashion and gaming no longer occupy separate spheres.
As virtual worlds become more immersive and lifelike, we’ll likely see even greater creative interplay between digital apparel and real-world style.
This piece offers an illuminating look into that crossover and examines the motivations behind major fashion labels now venturing into gaming.
The Appeal of Gaming for Fashion Brands
Video games offer fashion labels an exciting new platform for exposure and branding compared to traditional advertising avenues. As games become more graphically advanced and lifelike, they provide an immersive environment for users to interact with branded content in ways that print or TV ads cannot.
Research shows gamers are more engaged with subtle embedded marketing in games than overt ads.
For fashion powerhouses, releasing custom video games offers a cutting-edge marketing strategy. Louis Vuitton’s Endless Runner mobile game allowed players to collect coins and purchase new outfits for their avatar from LV’s seasonal collections.
The game was downloaded over 11 million times, greatly boosting brand visibility, especially among younger demographics. Gucci followed with its own Gucci Arcade games focused on vintage designs reimagined for the digital era.
The rise of gaming and esports sponsorships provides another route for fashion companies to align their brand with popular competitive games. For instance, NBA 2K20 partnered with Nike, Louis Vuitton, and other labels to offer branded apparel in-game.
As gaming cements its place in the pop culture zeitgeist, fashion brands are wise to explore interactive virtual worlds as a compelling branding opportunity.
Fashion Inspiring Game Design
This creative crossover is a two-way street—just as fashion houses leverage games for branding, game developers also draw heavy inspiration from the fashion world to enhance realism and customization.
Sports games go to great lengths to digitally recreate official team uniforms and branded athletic gear with precise detail. RPGs often feature extensive clothing options so players can dress their customizable characters in different designer outfits and accessories.
Even fantasy games draw fashion inspiration – the mage robes and armor sets in games like World of Warcraft evoke haute couture silhouettes and fabrics.
The rise of virtual fashion and digital clothing also allows unprecedented freedom for players to style their in-game avatars.
Titles like Animal Crossing and VR chat enable users to purchase unique virtual garments, kicking off new digital fashion trends. As gaming tech creates lifelike avatars, real-world style will continue inspiring these virtual worlds.
Video Game Fashion Trends Impacting Real World
This interplay between gaming and fashion is now coming full circle, with video game aesthetics beginning to make their mark on real-world style and streetwear. The hyper-popular game Fortnite has played a major role in this crossover.
As players spent money on skins to customize their characters, Fortnite-inspired streetwear and accessories started emerging. Real-world brands like Supreme even partnered with Fortnite on branded in-game items.
This cycle of virtual looks and accessories impacting physical fashion is likely to accelerate as gaming becomes more mainstream.
Beyond just streetwear, video game fantasy elements are also creeping onto haute couture runways, with designers incorporating armor, corsets, and gothic elements. As virtual and augmented reality evolve, the distinction between digital attire and tangible clothing will increasingly fade.
In Conclusion
The worlds of fashion and gaming are colliding in exciting new ways as virtual environments become more lifelike. With designers finding inspiration in games and fashion labels leveraging virtual worlds for branding, this symbiotic relationship will only deepen.
The future promises even more creative interplay between these digital and physical style pioneers.
