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Fashion & Lifestyle
STORYTELLING
GAMING AND TV SERIES: HOW FASHION STORYTELLING IS CHANGING By Matteo Melani With the outbreak of the pandemic, streaming has become the most important marketing tool in fashion, including for the biggest names in the industry, which are adopting new ways to advertise their clothing. In fact, the biggest fashion shows took place digitally from the Milan Fashion Week to Etro. The latest fashion parade, the Stockholm Fashion Week Fall Winter 2021-2022, also was digital and saw the alternating of the most emerging signatures. In addition to streaming, digital offers other marketing opportunities that can reach new customers and influence the market, because it holds the attention of teenagers and young adults through a completely innovative narrative. A good example is Luis Vuitton who in 2019 signed a collaboration agreement with the League of Legends gaming platform for which it created t-shirts and accessories. To date, the country with the most fans is China with 484 million players (about a third of the population) who log in to play almost every day. And while gaming appeals to a younger target, TV can reach an even broader audience, both in terms of age
and taste. On the occasion of Guccifest, an entirely digital festival of fashion and cinema conceived by the famous brand, a webseries entitled “Overture of Something that Never Ended” was launched. The format features actress Silvia Calderoni and the cast includes personalities such as Achille Bonito Oliva, choreographer Sasha Waltz, musicians Billie Eilish, Harry Styles and Florence Welch. The series of 20 minutes episodes showcases the new collection by Alessandro Michele, creative director of the Gucci fashion house. Digital clearly offers a world of a thousand opportunities which, if exploited with the right strategies, can significantly raise the visibility of brands and fashion collections.
Stockholm Fashion Week FW 21-22
THE ADVANTAGES OF GAMING
The growth of online games is now in full swing and, in addition to men, more and more women are playing online. The traditional stereotype of a videogame player being a nerd is over and today’s users look for quality, not only in the enjoyment of the games but also in merchandising. In the clothing sector, it now offers a completely revolutionary form of advertising. Co-branding remains the only way for fashion brands to enter the world of animated games. Last year Valentino, with the help of visual artist Kara Chung, provided Nintendo with clothes for the SS20 and Pre-Fall 20/21 collection for
