Lockdowns have made it complicated for brands to showcase their new collections. However, French ready-to-wear and accessories label Gémo has come up with the innovative step of presenting its key models for the coming season in video game "Animal Crossing," a social simulation game centered around a fictional village. Gémo has joined forces with agency Rosbeef! to present the brand's latest silhouettes in "Animal Crossing," in which it has created a runway and a store. The agency Rosbeef! recreated clothing from the 2020 spring-summer collection in pixel art, enabling players to dress their avatars in the new pieces for different events and occasions.  An ideal manner in which to discover the collection and to virtually integrate it in day-to-day situations. The video game features a runway show in partnership with French women's magazine madmoiZelle, and a virtual Gémo store offering new clothes in exchange for free download codes.

Pieces from high-end fashion brands (Comme des Garçons, Bape, etc) are also available in the Animal Crossings avatars' closets, but it presents no clear way for fashion to monetise its popularity just yet. Can fashion cash in on the Animal Crossing craze?

Read the article below, from Business of Fashion, to find out more.

article by bof: Can fashion cash in on the Animal Crossing craze? 

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