Skins in the Game: Fashion Branding and Commercial Video Games

Abstract

The intersection between fashion branding and contemporary video games is a dynamic, rapidly evolving space. From luxury brands hosting runway shows in virtual environments to digital fashion collections designed exclusively for popular video game characters, these experimental crossovers are establishing new practices and setting new industry standards. In this chapter, we summarise some of the recent developments at this juncture and discuss the future implications both for the fashion industry and for the games industry. Using Animal Crossing: New Horizons (Nintendo, 2020) as case study, we explain how to use a commercial-off-the-shelf (COTS) video game to explore the nexus of gaming and fashion branding. We argue that in-game photography, customisable environments, simulated economies, interactive events, and virtual design studios provide emerging creators with an entry point into design industries, as well as giving established brands a means to connect to new audiences. We suggest ways in which video games can be used in conjunction with social media platforms to foster creative self-expression and build networks. Specifically, we cover: (1) creating a cohesive aesthetic across a game’s semiotic planes, (2) curating player experiences and ensuring access, (3) managing cross-channel promotion, and (4) encouraging playful engagement and the creation of user-generated content. We conclude by considering some of the ethical issues that arise from the commodification of play and the production of digital garments, including the markets that scaffold Non-Fungible Tokens (NFTs), the exploitation of fan labour, and legal questions of copyright.