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How the Worlds of Fashion and Video Games Collided

And how to dress like your favorite character

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Fashion is no longer just about making clothes. It’s about adhering to the digital world too. We’ve seen it heading towards this path for some time now, but the pandemic solidified the industry’s presence in the digital sphere. But beyond a pivot towards runway shows streaming on the internet, fashion has welcomed a new path of presentation: gaming.

What was once a world largely exclusive to teenage boys quickly became fashion’s playground. From collaborations between luxury fashion labels and video game franchises, to gaming characters featured on campaigns, today, everything is game.

But it’s not just fashion houses that are stepping into the digital sphere. Italian fashion retailer YOOX has officially made its foray into the virtual dimension, too. The luxury retailer’s site is now home to its very own video game, titled Catch and Match.

Think of Catch and Match, which is available for anyone to play on YOOX’s site, as fashion’s very own iteration of Candy Crush. Players select an avatar, start the game, and line up three of the same items in a row by swapping pieces to unlock different levels. With every new level reached, the player will unlock a new clothing item to dress their character.

Needless to say, it’s looking like the world of video games and fashion are becoming one, and it’s here to stay. We’re not at all mad about it. We’ve teamed up with the retailer to take things one step further.

Featuring their very own 8 by YOOX collection, and of course Gen-Z geared Hi GUY_Z pieces, we’ve put together a series of looks inspired by some of our favourite video games. Want to look like your favourite avatar IRL? We’ve got you covered. These are the looks we think you should be sporting this season:

Fortnite

Helmut Lang 

Maisie Wilen

Last of Us

8 by Yoox: ORGANIC JERSEY HOODIE W/ ELASTIC WAISTBAND

Adidas by Stella McCartney

Call of Duty

8 by Yoox: Ribbed-knit sweater with bodysuit bottom

8 by Yoox: Straight Leg Pants

8 by Yoox: MOCK-NECK L/SLEEVE TOP

Grand Theft Auto

8 by Yoox: RECYCLED POLY-COTTON BLEND CROP TOP

8 by Yoox: HIGH-WAIST PULL-ON PANTS

Among Us

Stand Studio

Helmut Lang 

Bottega Veneta

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