Gaming might not be the first thing we think of when we imagine high fashion and avant garde styles. However, the medium has long been highly influential across things like film, tv, literature, and, of course, fashion.

Avant garde is all about experimentation, and what better place to do so than in the world of video gaming? Games are often futuristic and abstract, the ideal canvas for forward-thinking clothing brands to create their latest masterpiece. Read on to find out more.

The History of Fashion in Video Games

Video games in the early forms were far removed from the world of fashion. Pong and Space Invaders were hardly going to inspire the next big clothing trend, and Pacman was much of a style icon.

However, as video games improved, particularly with the introduction of 3D graphics, their potential as a fashion vehicle increased. As games continued to improve and players were offered the chance to customise and create totally unique characters, fashion brands spied an even greater opportunity, and the two industries quickly became linked, a partnership that few could have expected.

Fortnite, the modern gaming phenomenon, is a perfect example. Its extensive character customisation feature allows players to create any kind of character they can imagine, with a huge collection of different clothing items, skins, and accessories to choose from. The game has forged partnerships with big brands, including Ralph Lauren, who offer their own in-game brand items for players to wear.

Huge Audiences

Whether it’s combat games like Fortnite and Call of Duty or games of survival, video games pull in enormous audiences. In fact, just looking at Fortnite by itself, we can see that it attracts more than 83 million monthly active players.

These incredible numbers are hard for any business or industry to ignore, and the fashion sector has been quick to strike deals with video games to take advantage of this potential.

Traditionally, new clothes and looks were launched at catwalks and fashion shows, with models parading the latest avant garde styles up and down the runway. However, by refocusing their attention on video games, brands can access much larger audiences, at a fraction of the cost. 

This last point is important. Using video games to market their new styles and concepts means fashion houses can reduce the cost of holding a physical event, there is no need to hire event staff, hire a venue, or even pay models.

A Space for Fresh Ideas

As we touched on earlier, gaming has also been a space for experimentation and innovation, which is perhaps why it is such a perfect match for avant garde fashion. Gamers are open-minded and forward-thinking, willing to hear new ideas and accept new art forms.

For the avant garde fashion designer, this is a dream come true. They will be able to truly experiment and try out new ideas, without fear of backlash, reputationally or financially.


Gaming and avant garde fashion are becoming increasingly intertwined. We can expect to see more partnerships between the two industries as we head into the future.