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Why Fashion Is Taking Video Games Seriously

Games have become a cultural force in their own right and the preferred entertainment of Gen-Z, which accounts for a fast-growing share of fashion sales.
A figure covered in a graphic print stands in front of a pool in a digital image.
Gucci Garden in Roblox. (Roblox)
By
BoF PROFESSIONAL

This weekend, while scrolling through Instagram to catch up on the Milan menswear shows, I got an ad from Louis Vuitton highlighting an app-based game it created as part of its expansive collaboration with the artist Yayoi Kusama. After downloading it, I found myself colouring in different objects — Kusama-esque faces, the LV logo — as they floated around my living room in augmented reality on my phone screen. I wound up returning to it multiple times to complete the challenges and water the seeds I got from each one to unlock more games.

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Further Reading

Why Fashion Loves Roblox

Tommy Hilfiger’s livestream of its NYFW show is just the latest example of fashion courting users on the platform, which is also rolling out an immersive new advertising format for brands.

About the author
Marc Bain
Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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