Highlights of the article published on news website mkdn.gr

Wouldn’t it be great to have a different experience when visiting an online clothing store?  Wouldn’t it be more enjoyable for us as consumers to digitally ‘play’ with outfit combinations?  Especially when we are given the opportunity to try them online or to choose the elements and accessories that will frame our preferences through a game…

…is there actually such a possibility?

But why are we talking about fashion games?  Gamification has become a major trend in the fashion industry, as evidenced by recent collaborations between video games and famous brands such as Louis Vuitton, Gucci and Balenciaga, which have used digital characters to create limited edition collections or premium products.  These partnerships have unlocked new revenue opportunities while introducing these brands to a huge new customer base.

Many video games create unique worlds and characters with interesting styles. This has influenced fashion designers, who draw inspiration from the graphic and intense appearances of these worlds.  Digital fashion is a new field emerging from the fusion of technology, video games and fashion.

The intersection of fashion and the world of video games has become one of the most fascinating phenomena of modern culture. These two fields, which at first seem unrelated, have begun to work together, creating a new world of creativity that combines the aesthetics of gaming with the latest fashion trends.

Gamer culture is also important to fashion. Gamers are not afraid to express themselves through their clothes, choosing outfits that reflect their personality and their love for video games.  This has led to a rise in streetwear culture, where graphic tees, hoodies and accessories with a gaming theme are becoming popular.  Specifically, the graphic tees (T-shirts) are a typical example of artists who expressed their concerns about social, political, and environmental issues, for several decades.

Accordingly, video games today are a means of expression, creativity and an alternative way of learning.  According to Vasilis Gogkidis, Postdoctoral Researcher and Professor at the University of Southampton, and LEGO® SERIOUS PLAY® Facilitator in his book “Designing Games and Gamification for Learning”, the promise of using games and gamification in non-gaming contexts is that they can facilitate more engagement and participation in a variety of activities, (e.g. taking on challenges, “unlocking” levels, getting rewards for each achievement, etc.) through which they enrich their knowledge.

Educators use games and gamification in learning environments to support learning and knowledge acquisition by giving students challenges and problems to solve in fun interesting ways.

But what can a consumer learn from a fashion game?  Have you ever imagined a fashion game where you can have fun and learn about industry trends and challenges that promote sustainable fashion at the same time?

Technology is certainly one of the key ingredients in driving the sustainable transformation needed in the fashion industry, and games are part of this revolutionary wave.  For example, “Off the Rack” is a fashion game that uses gamification to help the coveted industry transition to become more resource efficient, less wasteful and more inclusive.  Through this game, which is mainly aimed at Generation Z, its creators (game developers) aim to raise awareness and inform the public about the environmental issues that the fashion industry has to face, while educating them to adopt the principle of “3Rs – Reduce, Reuse, Recycle” to promote better management of clothes and fabrics.

The connection of fashion with video games opens new horizons of creativity and expression. This collaboration not only influences fashion trends, but also culture, especially among the younger generations, creating a world where art, technology and personalized approach combine in unique ways.  With the advancement of technology, we can expect even more innovative collaborations and experiences that will bring revolutions in the fashion and gaming industry, not only for the famous fashion houses and well-known brands but also for our local fashion designers.

Agni Pagouni, Communication Manager for the i-Game Project, Business and Cultural Development Centre (KEPA)