It’s nothing new that luxury brands are exploring the gaming market. In 2019, Louis Vuitton surprised us all by selling pieces online, such as trousers, earrings, blouses, bags and boots, that did not physically exist. One of the brand’s top designers, Nicolas Ghesquère, created the clothes to be sold only virtually in the game League of Legends.
To fully comprehend the situation, this industry rakes in more than music and movies combined. The goal for this year is for movements in this market to amount to more than $3 billion and the fashion world doesn’t want to be left out.
The pandemic has sped everything up. After the cancellation of fashion shows during lockdowns, brands were forced to more intensely explore the virtual universe. Some opted for the conventional, with live events, others went further. Balenciaga, for example, created a game to show its pieces in 3D. Created by Lucy Yeomans, former editor of Net-A-Porter magazine, the app Drest allows you to play at being a stylist by virtually dressing, for example, top-model Natalia Vodianova with Valentino looks.
Following the same idea, Ada lets you choose a luxury flat filled with Armani Casa furniture and walls lined with Dior’s toile de Jouy to house your avatar who, naturally, wears Prada. Users are even encouraged to share their lifestyle online and buy clothes from the twenty brands on Ada.
But there is more. Several brands have already started developing their own games. Gucci has created Gucci Arcade; Hermès, Uniqlo and Fendi have also experimented. The latter with a game on the Chinese social network WeChat, where users travel around Rome collecting Baguette bags. And we can still remember the lucrative partnership between Moschino and The Sims. The house launched an exclusive collection for the game, which could also be found in real life.
Perhaps the final frontier for those who desire luxury, but can’t afford it, lies in virtual shopping. A little cheaper than in real life, the wardrobe of your dreams could be a download away.
To fully comprehend the situation, this industry rakes in more than music and movies combined. The goal for this year is for movements in this market to amount to more than $3 billion and the fashion world doesn’t want to be left out.
The pandemic has sped everything up. After the cancellation of fashion shows during lockdowns, brands were forced to more intensely explore the virtual universe. Some opted for the conventional, with live events, others went further. Balenciaga, for example, created a game to show its pieces in 3D. Created by Lucy Yeomans, former editor of Net-A-Porter magazine, the app Drest allows you to play at being a stylist by virtually dressing, for example, top-model Natalia Vodianova with Valentino looks.
Following the same idea, Ada lets you choose a luxury flat filled with Armani Casa furniture and walls lined with Dior’s toile de Jouy to house your avatar who, naturally, wears Prada. Users are even encouraged to share their lifestyle online and buy clothes from the twenty brands on Ada.
But there is more. Several brands have already started developing their own games. Gucci has created Gucci Arcade; Hermès, Uniqlo and Fendi have also experimented. The latter with a game on the Chinese social network WeChat, where users travel around Rome collecting Baguette bags. And we can still remember the lucrative partnership between Moschino and The Sims. The house launched an exclusive collection for the game, which could also be found in real life.
Perhaps the final frontier for those who desire luxury, but can’t afford it, lies in virtual shopping. A little cheaper than in real life, the wardrobe of your dreams could be a download away.
