Two of the biggest industries in the world are finding support for an increasing number of collaborations, as the cultural titans of video gaming and fashion reach more people than ever before. The success in recent years of games like Pocket Styler that focus directly on the fashion industry is a testament to this shift, offering up potential new avenues for fashion houses and high street shops to reach a wider audience through video games.
The idea of fashion mixing with video games has been present since those early character creation screens gave us a range of pixelated t-shirts to browse through. Tony Hawk’s Pro Skater, for example, lets players flick between several well-known branded items, including designs from Thrasher, DC Shoes, and Airwalk. Not only did this allow real-life skaters to dress up in their favourite gear, but it also built a brand identity and helped the fashion names to become synonymous with the game’s culture.
On the other end of the scale, many of the games marketed for the first Nintendo DS allowed creative younger audiences to experience the fast-paced fashion industry for themselves, with games such as Style Savvy, Imagine Fashion Designer, and Fashion Designer: Style Icon promising to teach players the practical side of fashion. These games involved a great deal of gameplay, ranging from designing clothes to running a sartorial empire.
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