In what it called a “groundbreaking partnership that fuses the realms of gaming and fashion”, Nordcurrent’s app Pocket Styler has joined forces with Marc Cain in the latter’s 50th anniversary year.
The two-year-old app invites players to customise their avatars, from choosing hair colour and style to nose shape and make-up selections like eyeshadow and lipstick. Premium features include pre-set hair and make-up options, along with consumables such as perfumes and facial glitter, as part of a wide range of “rewards and bonuses”.
And now players can style their avatar using pieces from the exclusive Marc Cain anniversary collection. All virtual pieces can also be bought in real life on the marccain.com website and in-store.
The focus is on leopard print and the label’s knitting expertise and the collection contains a total of 50 items including accessories such as bags, shoes and scarves.
Games like Pocket Styler and Drest are becoming increasingly popular for fashion and beauty consumers and the financial community is taking notice. This summer, for instance, Drest raised a further £15 million to develop its tech with version 2.0 to be launched next year.
Reports say overall global mobile gaming revenues topped $92 billion last year while the total gaming market is worth over $184 billion and is expected to hit $221 billion by 2025.
Wit that in mind, major brands are also taking notice in the fashion space.
This year Pocket Styler worked with David Koma for his SS23 resort collection and it said it’s currently in talks “with a line-up of international fashion brands to join the gaming revolution”.
Victoria Trofimova co-founder and CEO of Nordcurrent said that “the lines between digital and physical fashion are blurring. Pocket Styler’s mission is to provide a platform for its players to experience high fashion, develop a sense of style, learn to make decisions, and make new friends. Introducing real fashion brands in Pocket Styler is a natural progression as the game evolves, and millions of players enthusiastically support it.”
The app has seen 19 million downloads since its initial launch in May 2021 along with players totalling up to 20,000 hours of game time daily.
Copyright © 2023 FashionNetwork.com All rights reserved.