Online Worlds Attracting Fashion Bigs
A new article in the International Herald Tribune cites the recent availability of an H&M fashion line in TheSims 2 as just one example of how fashion designers are embracing the idea of plying their trade in the virtual space. Now, as the IHT reports, Sims gamers are able to design their own H&M stores and their own clothes, and hold virtual runway competitions. Cosmogirl editor and chief Susan Schultz provides the commentary on the catwalk, and the winner will be determined by user votes.
What's more, one of the winning six outfits featured in the Grand Finale Fashion Runway Showcase will be produced by H&M and sold in its real-world retail stores.
Virtual outposts of fashionable brands to dress avatars are nothing new -- Reebok, Adidas and American Apparel have stores in Second Life, and brands Kitson and RocaWear have storefronts in Doppelganger's upcoming vSide city. But citing the example of Canadian designer Nyla, who's created Second Life counterparts of her real-world designs, the article noted that fashion houses may be increasingly drawn to virtual worlds as a sort of proving ground to market-test new patterns and designs.
