Gaming in style -Where Fashion and Beauty Shine
As the New York and Paris Fashion Weeks unfold, fashion, beauty, and lifestyle brands are embracing new ways to connect with their audiences. Among the most exciting trends is the rise of in-game advertising, offering these brands an opportunity to step into virtual worlds and engage with millions of consumers in immersive and innovative ways.
Gaming: The New Runway for Style & Beauty
As fashion enthusiasts explore the latest collections around the globe, gaming emerges as an enhanced extension of the runway. Virtual environments enable brands to create interactive experiences that go beyond physical shows. From avatar customization and virtual beauty tutorials to exclusive digital fashion drops, brands can maintain a strong connection with their audiences during fashion’s biggest moments.
"Gaming is no longer just entertainment; it’s the new cultural epicentre where trends are born and identities take shape. For fashion brands, this represents a golden opportunity to reach Gen Z where they are most engaged. Today’s gamers are the new trendsetters, shaping styles and expressing themselves through digital personas. With 76% of U.S. gamers following fashion brands or influencers, luxury fashion has a massive opportunity to integrate seamlessly into gaming—whether through in-game placements, exclusive digital collections, or immersive brand experiences,” explains Hugues Ossart, Senior Marketing Director at Gameloft for brands.
How Style & Beauty Brands Are Already Winning in Gaming
Forward-thinking brands are already exploring the potential of gaming as part of their marketing strategies, particularly during major events like Fashion Week. Some recent and highly engaging activations include:
- Virtual Fashion: Exclusive collections available in lifestyle and simulation games, allowing players to style their avatars with real-world fashion trends.
- Interactive Beauty Experiences: Mini-games offering players the chance to try virtual makeup looks and discover new products in a fun, playful way.
- Playable Ads with Customizable Style: Letting players experience full beauty routines or outfit combinations in a virtual setting before making a purchase.
Source: Gameloft for brands, Motion interstitial campaign for Adidas (Video).
The Role of COMBO! Pop in Engaging the Shopper Audience
With fashion and beauty brands expanding into gaming, COMBO! Pop positions itself as a key solution to drive engagement and conversions. Its interactive ad formats help brands seamlessly integrate their shopping journey into the gameplay, optimizing their presence in the sales funnel.
Through in-game integrations, COMBO! Pop allows consumers to try digital outfits before purchasing them in real life or have a glimpse at beauty looks before adding products to their cart. This interactive approach inspires players and transforms a fun experience into actionable steps, effortlessly guiding consumers from discovery to purchase.
"COMBO! Pop brings fashion and beauty brands closer to consumers by engaging them at the right moment— Inspiration sparks intent, leading to meaningful actions. By integrating interactive, conversion-optimized ads within games, we help brands transform digital connections into real-world results," says Hugues Ossart.
Source: Gameloft for brands Playable Ads for Puma (Video).
Millennials and Gen Z: A Natural Fit for Both Fashion and Gaming
Millennials and Gen Z are not just Fashion Week followers—they're also driving digital fashion’s evolution. Spending more time on interactive platforms like gaming than on traditional media, they crave authentic, personalized experiences.
With 85% of mobile gamers belonging to these generations, the intersection of gaming, fashion, and beauty presents a major opportunity for brands to engage in meaningful ways.
Source: Montcler activation in Fortnite, Epic Games
"Self-expression is the new social currency, and gaming is its most powerful playground. For Gen Z, their digital identity often matters more than their physical one—56% say dressing their avatars is more important than their real-life style. This is a game-changer for fashion brands looking to stay relevant. The rise of ‘phygital’ experiences—from Balenciaga in Fortnite to Ralph Lauren in Roblox—proves that digital fashion is no longer an experiment; it’s an essential part of how this generation engages with fashion.. Gameloft for brands helps luxury and fashion labels build meaningful connections with this audience by crafting engaging in-game experiences that blend culture, creativity, and commerce," concludes Hugues Ossart.
