In my previous post I discussed how ordinary people acted as both gamers and designers. Not surprisingly, the fashion world has taken note of this virtual phenomenon. International retailer, H&M has partnered with The Sims 2. This gives H&M the license to dress the virtual characters. Likewise, players can buy these same outfits for themselves in H&M stores, but they can build H&M stores and participate in a virtual runway competition where they actually design the clothes (www.ipapier.com).
This type of “fashion model” partnership isn’t just exclusive to The Sims however. Brands such as Lacoste, Gucci, Aveda, and American Apparel have teamed up with Second Life, an online virtual world, to sell virtual items for the avatars, (or personalized virtual identities).
Although cyber fashion counters the idea that fashion should be tangible and physically accessible, it does add another dimension to the brands that participate. It shows relevance to the gamers/players and flexibility. I think a lot of todays up and coming young people, particularly gamers, appreciate the fact that they can find their favorite brand online, and—even better—put it on their personalized avatar. A designer is only successful if he or she can appeal to their target audience. Today’s designers would do well to look into the possibilities of virtual fashion.
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