Yeezy, Gap and Balenciaga are taking the gamification of fashion one step further. The three companies have created a web game to promote their new Yeezy Gap engineered by Balenciaga fashion collection.
Players begin by choosing their avatar’s gender and skin tone, then choose a subtly post-apocalyptic outfit inspired by the Yeezy Gap Balenciaga collection. As for the game itself, it’s a simplistic, odd little arcade title. Players move their phones side-to-side to guide their avatar as it soars through the sky. Users must collect birds to keep their avatar airborne.
The browser-based game only works on mobile, and bringing up the webpage on PC simply brings up a QR code that players can scan with their phone camera to launch the game.
Gaming for fashion
Fashion isn’t the first industry to create a video game as a marketing tool. Recently, publisher Vintage created a browser game and arcade installation for Gabrielle Zevin’s new novel, Tomorrow, and Tomorrow, and Tomorrow.
The browser game launched in tandem with the in-store fashion collection. Including intimidating full-body jumpsuits, masks that obscure the wearer’s face and padded sweatshirts and hoodies, the Yeezy Gap Engineered by Balenciaga collection mixes the post-apocalyptic aesthetic with chic design. The fashion line is available on yezzygap.com as well as farfetch.com, mytheresa.com and luisaaviaroma.com. Of course, the collection is crazy expensive, with long sleeve tees starting at $120. However, for fans of post-apocalyptic chic, the high price may be worth it.
Fashion, Gaming and Roblox
The fashion industry was quick to join the metaverse and gamify its products. In fact, many fashion companies have chosen Roblox to host their metaverse presence. High-fashion brand, Gucci, is opening Gucci Town within Roblox. Gap launched a virtual reality experience for teens in Roblox in May. Likewise, Forever 21 launched a virtual retail experience in the same metaverse platform.
Jack Brassell is a freelance journalist and aspiring novelist. Jack is a self-proclaimed nerd with a lifelong passion for storytelling. As an author, Jack writes mostly horror and young adult fantasy. Also an avid gamer, she works as the lead news editor at Hardcore Droid. When she isn't writing or playing games, she can often be found binge-watching Parks & Rec or The Office, proudly considering herself to be a cross between Leslie Knope and Pam Beasley.
