introduction

FIGURE 4 : Photography, Creative Direction and Styling by Courtney Davenport-Glover.

I decided to explore this topic as I have always been a very forward-thinking person and constantly look at what is up and coming, as result I felt completing a research study on fashion and gaming made perfect sense as this is a new and exciting element of the industry. In addition to this, I have decided to integrate gaming into my Concept Direction and Development module by creating avatars and a short retro Pac-Man style game, this report will therefore support and run alongside this perfectly.

Naturally, you don’t associate fashion and gaming with one another. However, with video gaming culture being more visible than ever before and with the fashion industry’s mission ensuring it is communicating in the most relevant and accessible way possible then it simply wouldn’t make sense if brands didn’t adapt gamification to their commercial strategies.

Gaming has developed from arcades, to handheld devices and it isn’t stopping there. The distinctions between virtual and real are becoming ever more fluid with developments in areas such as digital clothing and avatars. Many creatives and marketers for brands understand the advertising potential of gaming and want to take full advantage of the generational change of their customers, essentially future proofing their company.