Why Gamers Are The Cool Kids In Fashion Right Now

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Fashion brands like Balenciaga, Gucci, The North Face, and Christian Louboutin are getting involved. Last year, Balenciaga presented its fall winter 2021 collection through “Afterworld: The Age of Tomorrow,” a game that accompanied a digital runway. Set in 2031, Afterworld takes its hero through various zones — a store, a desolate street, a forest, a cave — as it journeys to its final challenge to capture a sword that would return its protagonist back to reality. Meanwhile, Gucci has partnered with cult games like Tennis Clash, The Sims, Genies, Roblox, Pokémon Go and Animal Crossing to create items available for digital avatars to wear. In 2019, the Italian brand launched its own game in partnership with Forestry Games; called “Gucci Grip,” the choose-your-own-adventure journey saw a skater advance through various settings by collecting Gucci-branded trinkets and badges. The game earned not only fans’ approval, but industry cred, with a nomination at the 2020 Awwwards, one of the premiere competitions for professional web design.  

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