(Image – Moschino’s collaboration with The Sims include in-game branded hoodie and a physical collection)
Interlaced and LDC Present an Evening on Fashion and Gaming – Engaged Communities
Speaking of audiences… members of Gen Z and Millennials make up some of the biggest gaming tribes. Brands that want to reach these consumer groups should consider gaming platforms as another media channel. We have already seen some fashion houses tapping into the opportunity. Earlier this year, for example, Moschino collaborated with video game The Sims to launch an in-game Moschino-branded Freezer Bunny hoodie, so that gamers could dress their Sim in Jeremy Scott’s latest creation. The tie-up also included a physical Moschino collection inspired by the game, with items such as pixel capsule bags, jackets, swimsuits and umbrellas, encouraging shoppers to become their own Sims avatar.
The panel, including award-winning designer Sabinna Rachimova and Holition co-founder Jonathan Chippindale, will discuss the opportunities for fashion and retail brands to create products for avatars and within games, and how this can impact the real-world environment.
For the original version of this article by Kristina Dimitrova and to learn more about INTERLACED, please visit www.interlaced.co