admin • 16 May 2024 The worlds of fashion and gaming might seem separate, but a closer look reveals a surprising number of successful cases. These fashion gaming collaborations not only bring huge advantages for both brands and game developers but also create engaging experiences for game players worldwide.
Epic fashion brands like Gucci, Nike, Moschino,… have joined forces with popular video games to deliver innovative in-game experiences that allow players to express themselves in exciting new ways.
Players who are deeply engaged with a video game are more likely to develop positive attitudes towards brands featured in their favorite games. This is due to the immersive nature of games which can create a strong association between the gaming experience and the brand. Effective brand integration within video games can lead to higher purchase intent.
According to the Global Games Market Report 2023 by Newzoo, surveying over 74,000 respondents across 36 markets, 47% of gamers indicated a high likelihood of purchasing products featured in their favorite games. Additionally, over 50% revealed discovering new brands through their gaming experiences. In this blog, let’s take a look at…
05 Epic fashion gaming collaboration
1. The Sims 4 x Moschino: Pioneer Fashion Gaming Collaboration
Among the myriad collaborations, The Sims, a life simulation game, stands out as a pioneer in fashion gaming collaborations. This life simulation game has enabled players to dress their virtual avatars in exclusive designs from high-end labels. The collaboration between The Sims 4 and the luxury fashion brand Moschino was a notable event in the gaming and fashion industries.
The Moschino x The Sims collection was launched in April 2019, with a range of clothing and accessories inspired by The Sims. The Sims 4 featured iconic Moschino-branded items, allowing players to dress their Sims in the latest Moschino fashion. The collaboration also introduced a new Freelancer career path in The Sims 4, where players could embark on a career as a freelance fashion photographer.
2. Roblox x Gucci Garden
Roblox is a popular gaming platform that empowers users with tools to create their own games and experiences, which can then be shared with a vast community of players. Roblox currently has 70.2 million daily active users and 216 million monthly active users as of 2024 and 42.3% of Roblox users are under the age of 13. As Roblox continues to be popular among younger audiences, fashion brands are more likely to engage with Roblox for fashion gaming collaboration.
The Gucci Garden Experience was launched on Roblox on May 17, 2021, to celebrate Gucci’s 100th anniversary. A virtual space called Gucci Garden was created on Roblox, mirroring an immersive multimedia experience in Florence, Italy.
The experience featured themed rooms where visitors could immerse themselves in creative inspirations. The event also included a store where visitors could purchase exclusive, limited-edition avatar items inspired by the exhibits showcased in Florence.
3. League of Legends x Louis Vuitton
In December 2019, League of Legends, a renowned esports phenomenon, teamed up with Louis Vuitton to design in-game outfits for champions, the prestigious Summoner’s Cup, and its accompanying travel case. The collection’s pieces ranged in price from $170 to $5,600.
The apparel collection took inspiration from the skins that Nicolas Ghesquière, the creative director of Louis Vuitton, designed for the League of Legends characters Qiyana and Senna. The range featured a bespoke Louis Vuitton x League of Legends Monogram pattern on various items, including signature bags and sporty apparel.
Earlier in September 2019, Riot Games, the developer of League of Legends, announced a partnership with Louis Vuitton to design the Summoner’s Cup, the game’s championship trophy, and its accompanying Trophy Travel Case. This marked a historic moment as it was the first time an esports game had a trophy designed by a high-end fashion brand.
4. Fortnite x Air Jordans (2019)
Fortnite is a free-to-play, cross-platform game developed by Epic Games, known for its vibrant and dynamic battle royale mode. Fortnite has approximately 650 million registered players, 126 million played once a month in 2023. With its ongoing popularity and the rise of virtual experiences, Fortnite’s potential for future fashion collaborations remains significant
The collaboration between Fortnite and Nike introduced a unique event called Airphoria, which is a celebration of sneakerhead culture within the game. This event featured a special in-game experience where players could participate in a sneaker hunt to recover lost Air Max Grails. Players who participated in the event for a certain duration were rewarded with the Air Max 1 ’86 Back Bling.
5. Burberry and Minecraft
The collaboration between Burberry and Minecraft known as “Burberry: Freedom to Go Beyond”, features an in-game adventure, a capsule collection, and real-world experiences filled with creativity, exploration, and self-expression.
Players could personalize their avatars with Burberry skins and explore a world built with the brand’s iconic patterns. The game includes 15 Burberry skins, ranging from stylish outfits to armor and elemental-themed skins, allowing players to immerse themselves in a Burberry-inspired Minecraft universe.
A limited-edition capsule collection further solidified the collaboration, offering physical Burberry items inspired by the Minecraft aesthetic. Some Burberry flagship stores also offered QR codes granting access to additional Character Creator items in the game, such as a Burberry Block backpack, cap, sunglasses, sneakers, and trench coat.
As we journey through these remarkable campaigns, it becomes evident that fashion gaming collaboration is not just about placing products; it’s about creating experiences, telling stories, and building worlds where brands live, breathe, and play along with gamers.
These fashion gaming collaborations highlight the exciting potential that arises when fashion and gaming collide. As technology advances, we can expect even more innovative and immersive experiences that allow players to express themselves through fashion in new and exciting ways.
At GIANTY, we’re passionate about exploring the intersection of technology and creativity. We believe the digital world offers endless possibilities for self-expression, and fashion is no exception. In the ever-evolving digital landscape, the lines between fashion and gaming are blurring, creating exciting collaborations that redefine virtual style.