Revolutionizing Fashion and Gaming: The Future of Style

The Playable Futures series explores the impact of video game design, technology, and culture on the broader world. This article delves into the evolving relationship between fashion and gaming, and how they are influencing each other. For decades, the fashion industry has operated on a predictable cycle, with styles emerging, evolving, and eventually becoming outdated. However, the rise of postmodernism and video games has disrupted this cycle, introducing new concepts and opportunities for fashion brands. The "gamer" subculture has emerged, characterized by a unique style palette inspired by video games. The "skinification of fashion" theory, proposed by trend forecaster Agustina Panzoni, suggests that video games are shaping our approach to fashion, allowing us to experiment with different styles and identities in a more fluid and dynamic way. Tom Parry, a seasoned professional in the fashion and gaming industries, believes that games are a natural fit for fashion brands. With the rise of live services and online platforms, fashion brands can now connect with vast audiences and establish long-term relationships with consumers. Parry notes that games offer a unique opportunity for fashion brands to build brand loyalty and awareness, particularly among younger demographics. The immersive nature of games allows brands to tell rich stories and engage with players in new and innovative ways. The "skinification of fashion" theory proposes that video games have set a new standard for fashion, where individuals can experiment with different styles and identities without being tied to a specific subculture or aesthetic. This movement is characterized by the rise of fleeting fashion trends, such as "kidcore" and "clowncore," which are free from traditional cultural and ideological commitments. As the gaming industry continues to evolve, fashion brands of all sizes are likely to become more involved, with a broader range of games and platforms being utilized. New platforms, such as Discord, are emerging, offering additional opportunities for fashion brands to connect with audiences and build their presence. The intersection of fashion and gaming presents a tremendous opportunity for both industries, with the potential to influence each other in profound ways. As Parry concludes, "It's a really exciting time to be in the space, and if you're in games, you already are."