Is Fashion Taking Over Gaming?

Fashion and gaming took their relationship public in 2020, so what does that mean for 2021?

After years of flirtation resulting in trophy cases, esports organization collaborations and popular game characters appearing on products for global fashion and apparel companies, brands have officially entered the digital world — and in a big way.

With the real world on pause due to COVID-19, companies were quick to notice that fashion enthusiast gamers were recreating runway ensembles for their avatars in games such as Animal Crossing and Sims. And they wanted a piece of the action.

Balenciaga unveiled its fall 2021 collection as a video game, Complex created a virtual marketplace for ComplexLand, and Gucci and The North Face kicked off 2021 with a collaboration collection for Pokémon Go, opening up new avenues for marketing and communication.