The collision of gaming and fashion continues to manifest itself in unexpected ways: the latest example is an online game to promote a collaboration between Gap, Balenciaga and Ye.
The game, which launched alongside Balenciaga’s in-store Yeezy Gap collection and its very expensive T-shirts, is a fairly simple mobile title with a high fashion aesthetic. (You can play it in a browser here, though it only works on mobile.) You start by creating an avatar, which involves selecting a gender, skin tone, and obviously choosing from several vaguely post -apocalyptic. outfits. From there, the game itself is basic if a bit odd; your avatar soars through the sky and you have to move your phone from side to side to pick up birds, which somehow keep you afloat. It’s basically a score-hunting arcade game with cool clothes.
It’s also part of a trend for fashion companies to enter the world of gaming and the ill-defined metaverse. Balenciaga has been particularly active: the fashion house has partnered with Fortnite, created virtual clothing for Meta’s avatar store and even created a standalone game to launch a new collection. Elsewhere, brands such as Burberry, Gucci and Longchamp have taken similar action.