Video Game Fashion: Developers, Fashion Designers, and the Wrong Approach.


just dance 1

“This is what happens when you bring video games to high fashion: a rainbow-colored tulle explosion,” says a business insider regarding a particular piece from the joint collaboration between designer Michael Kuluva and the Just Dance 4 video game. I say this is what happens when companies, whether in the video game industry or in the world of Haut-couture are not able to blur the line between fashion and gaming by simplifying the challenges of creating a video game inspired collection.

jd2

(Studded denim vests, could have offered a rocking twist on all the tulle)

It is one thing to design a collection for Fashion Week 2012 and a very different one to design a video game such as Just Dance 4. There is a creative process in both however, neither will overlap so easily given the differences between these industries… and nothing becomes amazing without it first going through it’s trials.

jd3

(Where are the neon-accented tuxedos in the collection, I wonder?)

First and foremost, there is a need for passion in design but also in gaming. The designer has to either be a gamer or have studied the gamer culture very closely in order to understand what it is that gamers would like to wear, are already wearing and would never wear in their lifetimes. In addition, in order for the collection to be successful it has to go beyond the limits of the gamer community and the high-fashion community as well. In other words, gamers, fashionistas, and “girl gamer voguers” have to be able to wear it, or in the least appreciate the design.

jd4

(Cowboy-chic outfits anyone?)

The excessive use of tulle doesn’t surprise me, due to Michael Kuluva’s background as a figure skater for Disney On Ice. What does surprise me, however, is that Ubisoft, the Just Dance 4 developer, chose Kuluva as their go to person to showcase their 2013 “high-fashion” video game line without first investigating its further appeal.

It is quite obvious that neither side of the equation realize the importance of new lines in video game fashion. Amateur fashion designers, as wonderful as they are, carry this large load on their shoulders with the support of their fans but are not able to get to that next level without the appropriate support either from video game companies like Ubisoft, or upcoming designers such as Kuluva, who have failed to take into consideration the high-demand for video game fashion.

jd5

(We can probably work on these as separates)

Just Dance 4 utilizes a large amount of avatars wearing a variety of styles that would have been amazing if translated onto the catwalk. Though there was a few designs that had a workable transition to street wear, the partnership focused instead on the flamboyant, leaving out an integral part of the success of a video-game collection’s wear-ability.

Just Dance 6jd7

(80’s retro, micro-minis, a long time runaway staple)

To check out other fashion faux pas go to: Top 10 Worst Looks From Fashion Week 2012.
 
Valerie “Corky” Dellacava is Fashion Editor at Girl Gamer Vogue and freelance writer.

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