My friends and I in our matching crocodile skins!
I watched the 'Games x Fashion' panels during Digital Fashion Week in London and Paris and they were both amazing. A massive thank you the wonderful panelists for sharing their insights. It gave me a lot to consider as a designer, but as an avid gamer, I had some opinions too. I also had conversations with people who were interested by the idea of fashion in gaming but didn't quite understand it. So, this post is my attempt to share my take and hopefully shed some light on the fascinating blend of fashion and games.
Breaking Stereotypes ⚠️
First we have to address the stereotypes and misconceptions as both fashion and gaming have their fair share. There's this underlying notion that fashion leans feminine and gaming, more masculine. The image of 'gamers' being teenage boys secluded in dark rooms is so outdated. Fun fact: almost half of gamers in the US are women! While most fashion stereotypes have faded, there's a lingering residue we can't ignore. The panels talked about designers educating gamers and vice versa, which is super important. But don't forget that plenty of us are already both!
Fashion Games 💖
Some people seemed to find the crossover of fashion and gaming unexpected or strange. Personally, I've always felt the opposite. As a little girl, I adored fashion, and one of my all-time favorite pastimes was spending hours in online dress-up games. Anyone else obsessed with GirlsGoGames? Even as an adult, I've enjoyed playing popular mobile fashion games like Covet and Love Nikki. For me, seeing fashion and games as separate entities feels odd, especially with the existence of fashion-focused games. Perhaps its because many people don't consider these as 'serious' games.
In-Game Cosmetics 🎮
What about the 'serious' games then? I'm into a lot of the big games, and so are my friends. Hence, I have some understanding of in-game cosmetics. It can vary, but wearing a skin is often a sign of experience with a character or game. They're a way to express yourself, flaunting your favorite brand, musician, or just something that looks cool. My friends and I always play Fortnite with matching skins to show we're a team (and four robot crocs coming at you is pretty funny 😂). In League of Legends, Jinx is my main, and I make it a goal to collect all her skins - something I'm seriously proud of. In CounterStrike, there's a whole economy around in-game items, where people make real money buying and selling. So, how you dress, whether yourself or your weapon, is a major part of the gaming experience.
Fashion x Gaming Collabs 🎀
Another interesting point is that collaborations between gaming and fashion are actually nothing new, it's been happening for at least a few years. One of the earliest collabs was a phygital collection by League of Legends and Louis Vuitton in 2019. In-game, selected characters got new skins featuring the iconic LV monogram and a capsule collection of physical pieces was created, inspired by those characters. Lous Vuitton also designed a custom trunk for the World Championship trophy. In 2021, Fortnite and Balenciaga had a similar concept with Balenciaga branded skins releasing in-game alongside physical Fortnite branded garments. And it's not just limited to the games themselves, even esports teams have been in on the action. Just take Gucci's 2020 collaboration with Fnatic, a limited edition Gucci Dive watch in Fnatic's signature orange and black. Gucci even created their own mini game to celebrate it's release. Over the past few years, fashion has been increasing its presence in gaming and this is only going to keep growing.
Gaming as a Market 💰
So, let's talk about gaming as a market. The panels at DFW discussed fashion in games as a business opportunity, a fresh audience to showcase your work to. I'm no business expert, but I feel I bring a unique perspective as both a designer and a gamer. Whenever I've been asked about a market for virtual assets, my answer has always been yes, it already exists. Open up any game, and you'll find digital items for sale and a huge audience ready to pay for them. But, it's not as simple as making something and throwing it into a game. Authenticity is key, matching your brand with the right game. I believe it was said that 'wearing a Gucci hat in World of Warcraft just doesn't make sense' and that's absolutely right. If you want to market to gamers, you have to understand it's not a one-size-fits-all situation. Every game has its unique community, so finding the perfect fit for your brand is crucial. There's a huge opportunity for fashion brands and designers to create great experiences through gaming, but it's can't be a cash grab. Each game operates differently, and every audience has distinct tastes so, do your research and make sure you've got a handle on your market.
To sum it up, the potential for fashion in gaming is huge, and I'm excited to see it gain more traction. Both panels brought up some really interesting and important points on what it means to take fashion into the gaming space. Being deeply passionate about this, I can't wait for more collaborations and the incredible experiences they'll bring. While that unfolds, my journey in this space continues. I'm all about figuring out how to bring my designs to life within gaming worlds. If you're as excited about this as I am, drop a comment! And if you're on the lookout for a designer with a passion for gaming, feel free to drop me a message! 😊