Scotland – The clothing label revealed its latest unisex collection by hacking into Grand Theft Auto (GTA).
After accessing the game, the dance music-inspired brand dressed GTA characters in digital versions of Party Chat streetwear. Its team then played the game to create its own promotional films featuring characters wearing the collection. Party Chat describes the range, the Work Force collection, as having ‘no real agenda other than to champion dance music, its wider subcultures and communities’.
As brands continue to embrace the potential of virtual fashion, they are looking to the popularity of gaming as both a way to promote garments and reach new audiences. Jamie Mcintyre, founder of Party Chat, says: ‘We cast our own character, wrote a script, set the lighting, backdrops, styling and incorporated our music.’
With consumers increasingly blurring the lines between their physical and digital identities, they are looking for brands which use Avatargeting to learn about the latest virtual apparel.
