How Luxury Fashion is Embracing Video Games
From Burberry to Balenciaga, here are all the notable labels experimenting with technology and innovation.
With the rise of viral video games like League of Legends and Animal Crossing: New Horizons, society, especially Gen Z, has embraced virtual outlets now more than ever. Apps like TikTok have aided that virtualization, too. With many constantly engaged on computers, cell phones, and other technology, video games have infiltrated core tenants of pop culture and everyday activities—a fact only exacerbated by the pandemic.
Initially developed in the late 1950s, video games have evolved from wholly humble origins into a now booming industry. The modernization of the sector came with the creation of the international digital company Atari. In tandem with Nintendo, the two powerhouses crafted games like Pac-Man and Pong which ultimately led to the high-tech iterations that dominate today.
Although fashion has continually embraced technology since its inception, many in the industry have been hesitant to fully capitalize on the allure of video games. Designers like Pierre Cardin, Alexander McQueen, and Hussein Chalayan revolutionized the ready-to-wear industry through the unique incorporation of technology and forward-thinking aesthetics, but these existed in our real world. With innovative designs like collapsible gowns, robot-powered dresses, and ready-to-wear that transformed into shelter, these designers, and many more, challenged the very notion of what fashion can be. Despite a continued effort to be on the cutting-edge of technology, fashion has struggled to integrate video games into its repertoire—a reality that has since changed in recent years.
With an industry-wide attempt to tap into younger consumers, luxury brands have teamed up with a slew of notable video game producers and developers to offer their interpretation on the sector. Similar to the ways in which many brands have joined TikTok, the embrace of video games is an attempt to engage a new audience and curate content that is on the cutting-edge of fashion. And with fashion weeks and presentations being held virtually over the last year, the move to embrace digital formats is natural for these houses. Both Marc Jacobs and Valentino designed outfits for the ever-popular game Animal Crossing, showing the immense crossover between fashion and gaming.
Not only toying with the concept of video games, brands have also merged into a burgeoning economic sector—Bitcoin and NFTs. Put simply, NFTs—or Non-fungible tokens—are unique digital artwork that can be bought and sold using a digital currency. The emerging platform has attracted the likes of Paris Hilton and Justin Bieber and brands such as Burberry and Louis Vuitton.
Not only looking to tap into new markets, fashion retailers and brands have been experimenting with new ways to engage the emerging shopping space. The fashion styling game—available on the App Store and Google Play—Drest, has allowed luxury shoppers to "try on" pieces from brands like Gucci and Louis Vuitton. The app is community-focused and allows users to share and view looks styled by Drest users.
Whether it be exploring virtual currencies or collaborating with bustling video games, luxury fashion brands have been more willing than ever to merge into new creative sectors. Here, see some of the best recent examples of luxury fashion merging with video games.
Burberry x Blankos Block Party
British fashion house Burberry collaborated with digital company Blankos Block Party on a series of NFTs. The collaboration featured a range of limited drops and saw the brand launch its own in-game NFT accessories.
Balenciaga x Afterworld
For Balenciaga's Autumn/Winter 2021 collection, the brand teamed up with Afterworld: The Ages of Tomorrow for an immersive video game experience. The video game was not only able to be played by users but also showcased the cutting-edge ready-to-wear of Creative Director Demna Gvasalia.
Louis Vuitton's Louis: The Game
Marking the brand's 200 year anniversary, Louis Vuitton released a commemorative game titled Louis: The Game. The game features non-fungible tokens and is available through the App Store and Google Play. With dreamy visuals and light-hearted adventures, the game follows the fashion house's mascot Vivienne through the history and evolution of Louis Vuitton’s eponymous label.
North Face x Gucci x Pokémon Go
As a part of the two fashion brand's hotly beloved collaboration, North Face and Gucci unveiled a Pokémon Go game with digitized iterations of the collection's ready-to-wear. Due to the active nature of partnership, the energetic game proved to be a natural choice to showcase all things fashion and virtual innovation.
Moschino x Sims
Creative Director Jeremy Scott teamed up with life simulation game Sims for a digital fashion collaboration. The line of ready-to-wear, swimsuits, and accessories featured signature Moschino aesthetics with a distinct Microsoft twist. Gucci unveiled a series of ready-to-wear on the Sims, too.
Louis Vuitton x League of Legends
Continuing Louis Vuitton's forward-thinking vision, Nicolas Ghesquière teamed up with cult online-game League of Legends. The French designer combined his edgy aesthetic with the core tenets of the game to create a variety of vibrant skins that the athletic characters were able to sport throughout the game.
