Hilfiger Ventures, the company founded by fashion designers Tommy Hilfiger and Joe Lamastra, is partnering with global free-to-play game developer Tilting Point to launch an interactive fashion game for mobile phones.
The game ‘FashionVerse’, developed by the Miami-based company Brandible, combines fashion and games and is based on an idea from Hilfiger himself. He wanted to scale fashion through an immersive, community-based game that leveraged the latest technology.
“It has been a life goal of mine to make fashion more accessible,” Tommy Hilfiger said in a statement ahead of the game’s launch in January 2024. “Considering how many people engage with fashion through their phones, I thought that There has to be a way to bring everyone together in a community and provide a more immersive experience.”
FashionVerse uses Brandible’s proprietary AI model to create photorealistic 3D avatars, backdrops and props, creating a virtual experience where “everyone becomes a creator.”
In the game, players take on design challenges to create perfectly curated fashion sets in Stylist mode or mood boards in Trendsetter mode that other players vote on. Players can also share their creations, vote on other stylists’ scenes, comment on their favorite looks, win rewards and unlock new clothing styles while discovering the latest trends from real fashion brands.
To ensure the game is diverse and inclusive, FashionVerse has been designed so that models have a wide range of sizes, ethnicities and physical characteristics.
FashionVerse will also feature an ongoing series of two-week virtual “pop-ups” with major fashion, entertainment, art and beauty brands, announced in the weeks following launch, giving players the opportunity to interact with the Interact with the fashion universe through their own unique lens while virtually styling their models and set designs.
The pop-ups feature special challenges focused on participating brands’ campaign themes, clothing from the latest collections and special rewards for players who complete all brand challenges. The pop-ups will also feature digital products from famous artists and musicians, combining the worlds of fashion, music and pop culture in one game.
“Fashion fans are an incredibly underserved audience in the gaming industry,” said Kevin Segalla, founder and CEO of Tilting Point. “When Tommy approached us with the FashionVerse idea, we knew immediately that this was a huge opportunity that we couldn’t afford to miss I can say with certainty that FashionVerse will offer our players an unparalleled experience, giving them the opportunity to explore their personal style and connect with the world of fashion in exciting new ways.
FashionVerse will be available on iOS and Android devices and via the Netflix mobile app in January 2024.
This translated and edited article previously appeared on FashionUnited.uk
