Video game fashion shows are the new normal for high-end fashion brands looking to connect with young shoppers. YPulse’s data shows that 94% of young people are gaming in some capacity, and more luxury fashion brands are making their way into the metaverse to reach new audiences. Last year, Gucci tapped Genies to supply outfits for user avatars, and now the luxury brand has made its way inside Roblox with Gucci Garden, a two-week experience immersing Roblox users in a world of digital branded fashion. Taking the fashion meets gaming world a bit further, IMVU (a popular online metaverse and social networking site) is spearheading a first-of-its-kind virtual fashion show that will bring the fashion and accessories of real-world labels like Collina Strada, Gypsy Sport, Mowalola, and more to the virtual runway, where users will be able to buy the featured items they see. IMVU notes that virtual fashion shows give brands the unique opportunity to push their creativity and reach mass audiences. While the labels featured in the IMVU lineup aren’t exactly tech experts, they’re rule-breakers who are tapping into the virtual fashion trend to create experiences that aren’t possible IRL. (Wired, TechCrunch)
