Matthew Drinkwater was interviewed by The Guardian to discuss why fashion brands are branching into digital hangout spaces provided by video games and how they are opening up exciting worlds of rule-breaking design.
“There is something visceral and emotive about the way you shop for fashion; no one buys anything simply for functional reasons at that end of the market. You buy it because you fall in love with it and because it says something about you. And those same emotional reactions are replicated within virtual spaces.”
Read the article here.