Dressed for success: Exploring the future of fashion in gaming | Playable Futures
This Playable Futures series examines the crossover between video game innovations and broader societal trends. You can access the entire collection of Playable Futures articles here.
Traditionally, fashion cycles of 20 years have dictated what styles come in and out. Young people often aligned with various subcultures, such as punk or goth, driven by a fusion of fashion, music, and ideology. They adhered to these subcultures for extended periods, influencing high fashion while being influenced by luxury brands in return. In between, mainstream fashion and streetwear took inspiration from both high fashion and subcultures.
However, the late 20th century postmodern era started to challenge these norms, incorporating irony and self-referentiality. Sociologists noted that near the millennium, clothing's symbolic meanings began to evolve.
This was merely the beginning. As video games became a significant cultural entity, they offered unprecedented opportunities and challenges to the fashion world.
"People from the world of fashion will increasingly be thinking of games as something like venues, or maybe destinations"
A distinctive 'gamer' subculture soon emerged, characterized by diverse styles influenced by gaming. The concept of 'skinification of fashion' further revolutionized the idea of subcultures and cyclical trends. Importantly, video games have provided an avenue for fashion brands to engage with extensive audiences and build lasting consumer relationships.
Tom Parry has witnessed these changes firsthand in his work across various fashion and digital marketing roles. Beginning in media planning in 2008, Parry moved on to a contract position at Ralph Lauren, where he focused on gaming strategy within their global digital marketing department. He now leads UMI Games, which specializes in connecting brands with gaming audiences via games like Fortnite, Roblox, and soon Minecraft.
Parry sees gaming as a prime opportunity for fashion brands both now and in the foreseeable future.
"As a fashion brand, it's crucial to be where consumers are engaged," Parry asserts. "In recent years, social media held significant consumer attention, but now, gaming is becoming the focal point. The gaming ecosystem has matured, comprising content creators, players, streaming audiences, and games like Fortnite and Roblox, which serve as platforms themselves."
"Additionally, the industry's technological infrastructure supports these live, interactive game environments. This setup allows for continuous content sharing and hosting by both players and creators."
Fashion brands cannot ignore the vast, engaged, and diverse gaming audience. Today, integrating branded content into games like Fortnite is easier than ever. The rise of live services has mitigated the risks and high costs associated with creating in-game branded content, which was previously limited to boxed releases reaching audiences well after campaign launches.
"You can do something with fashion brands in games that you can't do in other ways"
"Fashion insiders are viewing games as venues or destinations," continues Parry. "Games like Roblox and Fortnite provide spaces where young people hang out, much like skateparks in the 1990s. These virtual spaces allow for global interaction and cultural exploration, which aligns with the core essence of fashion."
Thus, games are becoming essential platforms for fashion brands to interact with a range of potential customers. Interestingly, even luxury brands are making inroads into games typically associated with younger, less affluent audiences.
"It's about a long-term strategy, better aligned with future audiences," Parry explains. "Brands are recognizing the need to establish early relationships with consumers who might not immediately make purchases but will become loyal customers over time. Interestingly, older gamers are becoming more common, broadening the audience that games can reach. This multi-faceted approach allows brands to engage millions globally in immersive ways."
"Gaming offers unique opportunities for fashion brands to enhance brand loyalty and awareness. While working on the Ralph Lauren campaign, we discovered that many gamers were not familiar with the brand. This was surprising but highlighted the need for continuous brand presence and attention, especially in a crowded market. Engaging through games can nurture future loyal customers, making this strategy increasingly crucial for the fashion industry's future."
Parry anticipates that fashion brands of various scales will start to engage more with a diverse range of games.
"Currently, major fashion brands are heavily focused on platforms like Roblox and Fortnite, and there is a growing interest in EA FC, aiming to attract older players through games like Call of Duty. As these prominent brands demonstrate what can be achieved, it is likely that fashion brands of all sizes will begin to collaborate with a wide array of games.
"Additionally, platforms such as Discord, initially born from the gaming community, are expanding and attracting broader audiences. These platforms present new opportunities for brands to connect with their audiences. Gaming is creating numerous branding opportunities that extend beyond merely featuring content in high-profile games. Right now, we are only beginning to witness the significance of games to the fashion industry – and, perhaps, vice versa."
This trend offers significant potential for the gaming industry, especially as in-game cosmetic items provide new generations with ways to explore and express their identities. This phenomenon ties into what is being referred to as the 'skinification of fashion.'
The concept – as explained succinctly by trend forecaster and internet culture expert Agustina Panzoni – argues that the way characters are dressed in games is beginning to profoundly influence real-world fashion choices. This is part of a broader cultural movement known as hyperrealism, which is partly inspired by the capabilities of game engines like Unreal to blur the lines between reality and representation (Panzoni elaborates on this point here).
The skinification theory suggests that video games have introduced a new standard where individuals can seamlessly switch between different styles, akin to changing skins in a game, rather than adhering to a single subculture or personal style for extended periods. This phenomenon explains the rise of transient fashion 'aesthetic trends' such as 'kidcore', 'clowncore', and 'blokette', each offering the freedom to shift between styles daily or even hourly, similar to changing skins in a game. This trend may reduce the traditional 20-year fashion cycle to a matter of moments.
"It's an intriguing idea, even if it hasn't yet reached the mainstream fashion industry," Parry concludes. "This concept appears to be influencing the fast fashion sector. There's a significant possibility that games and their content will shape various aspects of fashion in the future, from the brands that succeed to the perceptions of how clothing reflects personal identity.
"The current period is incredibly exciting for the industry, and for those involved in gaming, the opportunities are already here."
Playable Futures is a series that includes insights, interviews, and articles from global gaming leaders, sharing their perspectives on the future of the industry. This series is presented by GamesIndustry.biz, Ukie, and Diva. You can explore previous Playable Futures articles and podcasts here.
