Hi all!
Today, in 2022, we are not at all surprised that our avatar in Fortnite wears registered sneakers from Trevis Scott, and later we wearing the same couple for a walk. Games have long become huge media, bringing crazy profits. It is not surprising that fashionable houses and masses are trying to snatch a piece of cash pie and release entire collections inspired by video games or vice versa – integrate their things into virtual worlds.
What is strange, because a couple of decades ago the fashion media was absolutely important for our hobby with you, and now Lacoste boutiques are stylized under Minecraft, and from each kiosk a T -shirt with Haggie Waggie (Brrr …) looks at us. Believe me, the path that led us to the violence of Mercha with this blue face is very interesting, and in order to track it, you need to turn your eyes a little back. And to be precise, then in 1978.
Long before humanity came up with self -expression due to dancing in Fortnite, at first glance, an unobvious thing was invented, which, as a result, began the very path, the results of which we are with you and. In 1978, Tomokhiro Nisikado added to his game Space Invaders Rating. And this, by modern standards, the insignificant step completely demolished the wall of anonymity in the halls of slot machines and gave the players what they did not have before – the name. Now every mamkin shooter could set a new record and proudly boast of him in his local circle.
Yes, this did not give players some special appearance for aliens or did not guarantee them a T-shirt with the name of the game, but it gave them more-the statement of individuality.
At the beginning of the 80s in the real world it was much easier to express himself than in a virtual. The streets filled many subcultures that are strikingly different from each other: skinheads, punks, metallists, hippies remained somewhere else. And each of them had its own style, its own fashion, its own clothes. What clothing was at that time in the games? Well, approximately –
Only when the consoles have shifted slot machines, a breakthrough occurred in the development and detailing of the characters. All thanks to improved technical capabilities. I will say a little while running ahead that both sides remained in an absolute winning. Fashion houses received new scope for the implementation and promotion of their collections in the person of the virtual world, and the developers were no longer burdened with the conventions of the real world and could do everything that they like.
From games to fashion
If you want to get the most compressed, but exhaustive idea of how clothes in video games developed, look at the characters of the Final Fantasy Games series.
In 1987, the first part of the series came out and the characters in it look like this:
And after 23 years in 2010, the Final Fantasy XIII came out and the characters already look different:
And two years later they appeared in the fashion magazine Arena Homme+. And not in their outfits, but already as models of a line of clothing from Prada.
Unfortunately, on real models, clothes sat not so spectacular.
As the chief editor of the fashion magazine explains this decision:
Our spring release is associated with a bias in the world of fantasies, and the presence of such a visually amazing video game as Final Fantasy helps us in the implementation of this idea. Prada is a leading brand of world fashion, a feature of which is the creation of something unique, incredible. I was always interested in the influence of the video game and their place in society, and the amount of work that we invested in this project blows me a tower. We are incredibly satisfied with the result.
Max Pearmain
The conquest of the world of the fashion of the Japanese series of games did not stop there, and in 2016 the main face of the spring-summer collection from Louis Vuitton was Lighting. Having chosen the virtual heroine, the fashion house killed two birds with one at once: a video game character as a model is fresh, moreover, she also is a strong woman.
The advertising company was quite large. Released a TV video and many billboards that looked at you in shopping centers and subway.
29 years have passed from the release of the first game to the formation. 29 years – a huge period of time for the gaming industry. Many titles and characters have already become cult. For their motives, films and TV shows are shot, theme festivals are launched.
In the second half of the zero, fashion collections begin to appear, inspired by cult games.
So Cassette Playa in 2007 presented a line of clothing inspired by Sonic:
At the same time, the games and fashion companies begin mutually beneficial cooperation. If before that the developers have aroused designers, and designers to developers, now they produce joint collaborations.
Symbiosis
For example, Diesel works:
Outfits for Sims
And characters Devil May Cry . Personally, I like these bows more Simovsky 🙂
But the clothing line did https://gamesnotongamstop.co.uk/review/golden-genie/ not go beyond the virtual world, unlike cooperation with Moschino.
The Italian company integrated its line of clothing (including previous seasons) in the game and filled it with boutiques shelves. (Stop, it turns out, the sims did it first Fortnite?)
We heard about Mon-QLO? Most likely not. This is the fruit of UNIQLO with CAPCOM, to be precise, then with Monster Hunter. As part of the collection, you could purchase T -shirts and skins for characters (only if you perform special quests from the store).
The idea as a whole came out successful, so something similar, but much in a higher price category, appeared as a result of the joint collection Louis Vuitton and Lol. The scope of the collaboration is striking. In addition to skins in the game and the capsule (small) line of clothing, a cup cup was developed for the world tournament in League of Legends.
The Louis Vuitton X League of Legends Collection. (The Washington Post Illustration; Louis Vuitton)
The Louis Vuitton X League of Legends Collection. (The Washington Post Illustration; Louis Vuitton)
The collaboration is really significant, which deducing the cooperation of fashion houses and video games to a new level. It seems here – the right direction .
And here last year two more giants decide to crank the business. Balenciaga and Fortnite produces, in my opinion, an absolutely all -late collection of clothing. Skins – approx. But what is sold on the company’s website is quiet horror. We take basic things, sculpt on them the names of the game and the company. Ready. You are on your bastard.
Logic can be understood. The main bzik of children in the West – Fortnite. And what will be bought by rich parents to their children? Certainly. Clothes with the name of their favorite game. Here’s a link for familiarization.
A couple of years ago, T -shirts with Fortnight were handed out on Gamere. The quality is like this, now I carry it like a homemade T -shirt, but even it looks cooler.
Just a week ago, Dior released a collaboration with Gran Turismo, in which you can apply a livery on the supercar De Tomaso Mangusta, as well as get a full set of clothes for your pilot.
My personal favorite is the collaboration of the Acronym and Death Stranding technique clothing brand. The main suit of Sam Porter from the game was developed just by this German brand. Kojima invited Errolson Hy to his studio with a proposal to cooperate. Their work caused each other admiration, so that their symbiosis came out very prolific. As a result, after the release of the game, Acronym introduced the j1a-gt jacket, which cost $ 2,000 apiece. Why standing? Yes, because they were all bought out in just a couple of minutes.
The “Death Stranding” Variant of Acronym’s Flagship J1a-GT Jacket (The Washington Post Illustration; Acronym)
These are just some collaborations with video games. Now, when the masses of markets are common everywhere, a very large amount of clothing is produced, inspired by virtual worlds. (The same uniqlo has about 10 collections). Let me just attach n the number of these under the spoiler and you, if you wish, get acquainted with them.
Uniqlo X Animal Crossing
Vans x nintendo
Adidas X Pokemon
Nike X PlayStation
Nike X PlayStation, but already with Travis Scott
Xbox X Adidas. In general, collaboration of sneakers and games, a fairly interesting topic. If you will be interested to know about it, let me know in the comments.
From fashion to games
We have already watched how the video games influenced fashion, we will consider how real designers inspired developers when creating certain characters.
Clothing, and in particular fashion, play great importance in video games, as they create the integrity of the work, help the player immerse himself in the virtual world and, if necessary, indicate the place and time of action. As an example, the clothes of the inhabitants of Daunolla from Dishonored have a flalor of the Victorian era. And costumes in Bioshock Infinite coincide with the American fashion of the 30s. By the way, I wrote about this in one of my blogs.
Even cooler when, in addition to all these functions, the intra -game outfit has a real prototype. For example, I don’t understand Nifiga in high fashion. For me, it is too expressive and surreal. But the designers and artists Deus Ex: Human Revolution understand and even inspire.
For example, a suit on a poster looks like a job Gareth I drink.
I hope the fashion for such outfits will never return.
Gamification of fashion
For the modern generation of the game – the same media space as television and the Internet. So video games from fashion houses are now perceived not as something innovative, but just another means of promoting products. For example, Gucci has its own Gucci Arcade platform, on which you can test the games inspired by the 70-80s. At the moment, 8 games are presented. You can touch the web version yourself.
True, at the first launch, the game immediately broke)
Burberry has something similar. They released their Dooodle Jump with a deer, whose main prize is a down jacket.
And the Chinese generally have their own atmosphere. They have been playing in the messenger for five years. Several fashion companies have released games adapted to WeChat as an experiment. They do not represent particular value. The horseshoe throwing in the decorations of the Hermes house, and the search for the same Dior cards cannot be compared with the fact that they turned Balenciaga.
Death Stranding – walking simulator? Nonsense. Afterworld: The Age of Tomorrow – Here is a walk simulator. No. Fashionable walking simulator. Only we need to walk not on the catwalk, but in various virtual spaces, populated NPS-models presenting the appearance from the autumn collection. The game even has katsets and setting. At one time I managed to feel AFTERWORLD – the Expirence is interesting, but only if you consider it as a game from Balenciaga.
Even rappers are now making games to advance their clothing line. For example, A $ AP Rocky, together with Mercedes, made a game in which you have to get highway on the Merce under the tracks of crayfish. From the scenery – clothes. https: // asaprocky.Com/
Future
Today, the cooperation of fashion houses with games can still be a curiosity, but it is already clear where the vector is moving. The industry is developing towards virtual and augmented reality. You can already measure the sneakers in the Gucci application, just by pointing the phone camera on the leg. Perhaps soon we will be like in GTA, go to a virtual fitting room, select an outfit for ourselves, and after ordering your favorite things to your home.
Or Bzik of the last year – NFT. For what’s the difference for the modern generation, to buy clothes for yourself or your game character. Standing out in the game for someone can be also cool as in real life. After all, self -determination and self -expression is as important as in 1978. Here is just a rating table already not enough for this.
The blog is written in the Uniqlo X Street Fighter T -shirt
The best comments
Adam Jenson by the way, too, in a clatter from acronym, sort
Designers Deus Ex went further and in cooperation with Square Enix, Razor released their prosthesis model like Jensen. Such a series of games about*Bali.
It seems a little inaccuracy in the article: In the story about the Lol Cup from Louis Witton, a football cup is depicted, not Lolovsky.
It turned out very interesting, thanks for the blog)
About The Sims series – in the second part there was a collaboration with H&M
I just thought that it would be good to write an article about games and fashion, went to blogs and now she. And she is quite cool. The only thing the whole article was waiting for the most famous case of the integration of fashion and games: the boutique of Vivienne Vaistud in the Final Fantasy XV (and the wedding dress for Princess Lunafrei from it) because this is actually the only case when some designer is spoke directly in the game and is probably the choice of Vivien Japanese, she is a straight cult fashion figure at the level of their own cult designers like Ray Kavakubo from Comme des Garcons, because the Pankovsky-groomed style Vivienne probably appeared in half the subcultures of the Japanese 80-90s and there was not enough Japanese in his youth did not print her prints with Mika Mouse), and all the costumes (along the extreme The main company of the heroes) in the fifteenth final Claim are dutted by the Japanese Brand Roen, which in itself is not that very noticeable, such a typical Japanese boy American,But for the game they tried to glory, the knocktis and the guys look like.
Gucci X The North Face X Pokemon Go also quickly remembered, in my opinion this is an ideologically cool collab, after all, TNF is an outdo Brand, and Pokemon GOU is just a game about marines in the district. The same thing was with Prada and Riders Republic, because few people know, but Prada is more and more marking the hi-fanty analogue of all sorts of outdo brands like Arcteryx and therefore they have more and more all sorts of winds and other utilitarian pieces of nylon, and the best way to show than through integration with the game about extreme sport in the mountains (albeit an extremely lousy game)?
And once again a cool article, I am waiting for a sequel about sneakers, because I, unlike fashion, are not savvy at all, except for the aforementioned collab with Travis (it is strange by the way that you did not mention the sneakers Merch and PlayStation, it seems to be quite funny) and the original sneakers, to which the Trevisov Danks And they send it, I don’t know anything.
Well, at least in some way Final Fantasy XIII was good.
Thanks for the info 🙂
The subject of the article is unexpected. Written well. Thanks for the interesting material!
P.S.: Silent Hill 2, without "s" at the end. Hills were only at Kojima.
Thank you. I did not know that DS jackets were so expensive. It would be funny to buy one for yourself.
Damn, really, jamb. Now I will refire everything. Thank you: 3
Embracer Group redeemed Deus Ex from Square Enix, there is hope that the franchise.