Fashion Enters the Game: How Virtual Worlds Redefine Style and Consumer Culture

The convergence of Fashion and gaming, propelled by the evolution of digital technology, is a groundbreaking development. These two domains, once distinct in their focus on physical expression and digital escapism, are now merging to create a dynamic cultural force. The recent collaboration between Nike and Martine Rose, bringing their sports universe into the gaming world, is a testament to this innovative trend.

Image Credit: Nike & Martine Rose, 2025, from Nike Newsroom

A New Digital Renaissance: Where Fashion and Gaming Meet

Fashion isn't just on runways and store shelves anymore. It's also in the virtual worlds of Fortnite, Roblox, and Zepeto, where millions of people use digital avatars to show who they are. Companies have learned that Fashion in games isn't just a fad; it's a part of who you are. Just like they would in real life, players are putting together their looks in the game. Luxury and lifestyle brands are changing the role of Fashion in the digital economy, whether it's a pair of Balenciaga sneakers in Fortnite or a Gucci Dionysus bag in Roblox. Generation Z, which is good at both digital consumption and aesthetic self-expression, is driving this change.

Skins: The New Digital Couture

The concept of 'skins' is a game-changer in the realm of Fashion in games. These are cosmetic items that alter a character's appearance and often cost a high price, reflecting their exclusivity and desirability. In a lot of ways, skins are like digital couture: they're one-of-a-kind, collectible, and can show off your social status in online communities. For example, Louis Vuitton worked with League of Legends to create exclusive skins designed by Nicolas Ghesquière, which combined high Fashion with competitive gaming culture.

This event is changing how people think about value. Owning something in the real world isn't enough; you also need to own something in the digital world. McKinsey's 2023 research shows that Gen Z consumers are willing to spend up to $70 billion a year on in-game purchases. This is a huge market opportunity for brands that embrace digital fashion innovation.

Nike and Martine Rose are the Leaders in the Transition from Streetwear to Cyberspace

The Nike x Martine Rose collection brings this movement to life by blending workout wear with a style inspired by video games. The campaign images, set against a backdrop of digital cables and futuristic textures, suggest a blend of sport, technology, and style. This partnership is part of a larger trend in the fashion industry, where designers see gaming as both a creative outlet and a lucrative platform. It's not just about product placement in movies; it's about crafting a comprehensive digital brand narrative that resonates with a global audience that spends a significant portion of their lives in virtual spaces.

The Future of Fashion Design: Digital Clothing Design

Digital garment design is revolutionizing the way clothes are conceptualized, produced, and monetized. With tools like CLO3D, Marvelous Designer, and Unreal Engine, designers can create virtual garments that look and behave like real ones, opening new avenues for creativity and sustainability. These digital clothes, which can be sold as NFTs, used in video games, or worn by avatars in the metaverse, are not just a creative outlet.

They also play a crucial role in promoting sustainability. Companies like the Fabricant, DressX, and Rtfkt (now owned by Nike) are leading the way in this regard, allowing people to 'wear' designs on digital platforms without creating any physical waste. This not only supports sustainability goals but also gives designers more creative freedom.

In the long run, digital Fashion has the potential to revolutionize the way we think about clothes. It could change the way supply chains operate, cut costs, reduce waste, and make experiences more personal for many people. It could create a world where people can try on clothes virtually before they buy them in real life. This is not just a distant dream; it's already happening.

Why This Is Important for Marketers

For fashion marketers, this coming together represents a significant shift. Brands can't just sell clothes anymore; they have to create experiences. Gaming platforms and fashion brands working together have become a key way for people to connect online.

Interactive storytelling, community building, and limited-time digital drops can all be part of campaigns that build brand loyalty. Brands that do well in gaming know that being seen is the same as being culturally relevant.

Business of Fashion (2025) says that brands that used gaming elements in their ads attracted 25% more Z customers to interact with those ads than traditional marketing methods. This shows that immersive worlds are becoming the new place to get people's attention.

The Future: A Universe of Style and Play That Is All One

In the next 10 years, cross-dimensional fashion ecosystems will begin to emerge. These will allow a single design to exist in real-world stores, digital wearables, and gaming platforms. Fashion won't just be about fabric anymore; it will be about experience, emotion, and expression in every part of life. Digital-native customers' expectations will change as technology does. The combination of Fashion and gaming is not just a fad; it's the next big thing in creative commerce. This is true whether it's through AR try-ons, blockchain authentication, or AI-generated designs.

Our Fashion Marketing and Management program at Raffles Jakarta prepares students to be leaders in this new age, where technology and creativity come together. You'll learn how to navigate the fast-changing world of Fashion, gaming, and more by learning how to predict digital trends, come up with new ideas for brands, and use experiential marketing.

Learn about fashion marketing and management at Raffles

Arman POUREISA

Marketing Manager

Raffles Indonesia

References

Business of Fashion. (2025). How Gaming Became Fashion’s New Runway. Retrieved from https://www.businessoffashion.com

McKinsey & Company. (2023). The State of Fashion: Technology Edition. Retrieved from https://www.mckinsey.com

Nike. (2025). Nike and Martine Rose Expand Their Sporting Universe Into the World of Gaming. Retrieved from https://about.nike.com/en/newsroom/releases/nike-martine-rose-sport-gaming-collection-official-images

The Fabricant. (2024). Digital Fashion and the Future of Clothing. Retrieved from https://www.thefabricant.com

Vogue Business. (2024). Digital Skins and the Economics of Virtual Fashion. Retrieved from https://www.voguebusiness.com