Video games are becoming a fashionable playground



Cosmetics from Dead By Daylight have become an extremely popular part of the game, and it’s no wonder. Each survivor has a personalized story and a fashion sense to choose from. There’s Kate Denson, an aspiring musician with a penchant for cropped jeans and cowboy boots; Yun-Jin Lee, a Korean music producer who wears metallic ruffle blouses and flashy fur coats; and Nea Karlsson, an “urban artist” who wears hats, ripped jeans and carries a skateboard. Players can customize the appearance of each of these characters by purchasing new coins from the online store with “auric cells”, the in-game currency. A premium outfit – in other words, a look of the head to toe – can go for almost 1,100 cells ($ 8.99).

Claudette, the elegant survivor of Dead by Daylight and the killer The Trickster.Photo: Courtesy of Behavior

Robert says the demand for these cosmetics has grown so much that the creative team now devotes entire meetings to thinking about cosmetic designs. “A lot of our character concept artists have a background in fashion and take inspiration from runways and fashion designers,” says Robert, adding that a new character can take two to three months to be created. “We want to tell stories through clothes. We did it for The Trickster, our K-pop themed killer [who wears a feather-shouldered evening coat, among other pieces]. He’s a showman, so we looked at the top Korean fashion designers.

Many gaming brands are capitalizing on this growing appetite for fashion by offering exclusive virtual outfits made in collaboration with designers or celebrities. Fortnite, for example, was one of the first gaming platforms to truly merge high fashion and gaming this year. In August, he teamed up with superstar Ariana Grande to launch the Rift Tour, a special, limited-edition event where players could play as Ariana herself and dress her in holographic mini-dresses and her high ponytail. signature (she can also kill her opponents with a huge pink hammer).



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