Easy on the eyes and even easier on public perception, fashion has always been one of the most common ways humans have expressed themselves throughout history. But while fashion helps us shape how we perceive each other in society, there’s a darker side to all the glitz and glam. Underneath all the bling, how much does the fashion industry – and, by extension, humans themselves – care about sustainability? Moreover, what part will fashion play in the metaverse?
The real price of fashion
At the online conference Pocket Gamer Connects Digital #5 (February 2021), FashionTech and sustainability expert Marta Waydel talks about the alarming amount of waste the fashion industry taxes Mother Nature with. A surprising number of people nowadays consume single-use clothes – apparel consumers simply throw away after photographing them on social media once. With this in mind, Waydel proposes a move to responsible fashion that heavily involves the gaming industry.
In this video, she shares alternative ways we can apply a circular economy to our clothes. She also talks about the challenges that need to be addressed, such as cognitive dissonance, varying consumer behaviours, and overall apathy in society.
When games and fashion collide
Waydel shares valuable insights on how games can address people’s need to express themselves through fashion. She cites examples such as digital clothing, in-game cosmetics, and customization of avatars. She also expounds on how luxury fashion brands are capitalising on the metaverse, offering players a chance to stick to their brand loyalty even in their digital forms and virtual worlds.
In particular, games such as Animal Crossing are holding in-game fashion shows. It’s a way for players to unleash their inner fashionistas without the costs of physical manufacturing. She also introduces Portobello, her passion project that incorporates a responsible fashion ecosystem within a mobile game.
How do you address the stigma, if any, of dress-up games? Is it possible to marry the casual nature of fashion titles with the seriousness of sustainability? Towards the end of this video session, Waydel answers a few hand-picked questions from the audience to cap off the talk. This is an essential video talk if you’re curious about how games and fashion can work hand-in-hand to achieve sustainable development, or you’re excited about the freedom of expression through in-game avatars.