Jasmine Asia is a British-Bengali model and gamer from London. She is the first gamer model to cross the gap between gaming and fashion. She landed her first partnership with YSL Beauty more than a year ago, leading the shift for an era that embraces more women producing change, becoming a model for Agent Provocateur, and recently doing a virtual space campaign with byfar for Valentine's Day.
She believes that by using virtual gaming space, women may make their own rules, embrace their creativity, and produce art without being constrained by the outer world. By unlearning the fundamentals of gaming and creating her own place, she flourishes in the virtualization of the fashion business.
It is vast with a mix of different groups and blockchains within a futuristic, digitalized environment that is built to drive change. Though fashion brands are implementing new ways in technology to leverage digital space for promotions of their collections, virtual gamers are the new kids encouraging an exchange of ideas, allowing the most lucrative industry of today to step in. It is no surprise that many luxury brands are launching strategically programmed in-house games tapping into digital space to promote their products.
Pandemic has blurred the lines between online and offline shopping and it clicked so well since the fashion industry has reached out to younger gamers of virtual space and merged their ideas to create space for the digital collection, their NFTs, and customized ready-to-wear for favorite avatars of the gaming globe.
Fashion's virtual world Gucci collaborated with Roblox, an online game platform, last year to develop their Dionysus bag with bee and a whopping $4000 price tag for the physical version. Louis Vuitton celebrated its 200th anniversary with the release of "Louis the game" for iOS and Android, in which Vivienne, a mascot created from the company's well-known monogram, travels to a whimsical landscape on her way to a birthday celebration, all the while collecting unblocked postcards and goodies. In a press release last year, LV stated that players may gather 30nfts, which are blockchain-backed digital assets, including 10 by beeple, the artist whose digital collage sold for $69.3 million as a nft at Christie's auction last year. Earlier to that they released 1980s-style video game called Endless Runner inspired by Virgil Abloh’s autumn winter 2019 show for the brand. Balenciaga's virtual game transports gamers to a futuristic utopia - a hidden party in the woods.
The 2021 fall-winter collection was released in the style of a game, with 5 separate stages that players just had to navigate through. Their avatars are dressed in shredded jeans and metalarmor boots, and they follow a predefined trail of glowing arrows. Moschino was one of the first brands dropping their capsule collection in 2019, teaming up with EA simulation game “the Sims” their unusual collection hyped a statement for this generation’s futuristic fantasy. Selfridges along with the designer Charli Cohen and Yahoo RYOT Lab, marking the 25th anniversary of Pokemon's created Electric Streetwear collection in a virtual city where you could shop for exclusive digital and physical products. Burberry, the British fashion label, has placed its emblem in the centre of the London Bridge for their 2022 autumn-winter collection display.
Burberry also teamed with digital company Blankos Block party on a series of NFTs earlier this year. It included a variety of exclusive drops as well as the debut of the brand's own in-game nft accessories. A broad spectrum of virtual vision If the previous few years have been about investing in digital art via nfts, 2022 appears to be the year of virtual fashion space, where users will be able to build the most incredible version of themselves. Metaverse will allow users to dress up in their favourite outfits in order to connect and engage with one another through their online identities. High-end luxury companies are pursuing the gamers market, claiming it to be the multifaceted immersion of the Gen-next.
