Emy Cies spoke to Vogue Business about how luxury brands are re-embracing gaming as a serious marketing channel, using immersive, co-creative experiences in platforms to connect authentically with audiences who increasingly socialise and express identity.
“A lot of fashion gaming collabs struggle because they just import a digital asset without embedding the social mechanisms of the game,” says Emy Cies, projects administrator at the London College of Fashion, and an ambassador for non-profit Women in Games. “It’s not just about surface aesthetics — a garment within a game has to do something, or denote skill or identity, or something that’s achieved through the core narrative of the game.”
