Without balance, the HypeSquad would descend into chaos. Harmony and poise are necessary to create equilibrium in the universe. Without brilliance, the HypeSquad would descend into chaos. It takes patience and discipline to become a vital member of the universe. Without the brave, the HypeSquad would descend into chaos. The universe needs people to lead the charge with confident optimism and tenacity. What houses are there to pick from, you might ask? Well worry not new adventurer, for this article will prepare you for the battle that is ahead, but first, let us introduce the HypeSquad Houses: You must have recently heard that we have fine tuned some things at HQ and are now introducing houses to our program. On Xiaohongshu, China’s leading UGC social platform, the flooding posts sharing fashion inspirations and clothing designs in Animal Crossing underline players’ passion for virtual fashion and the potential for digital fashion in video games to thrive.Welcome HypeSquad or potential HypeSquad member. Launched during the COVID-19 pandemic, Animal Crossing has been integrated into many users’ daily routine as they have a surplus of time due to the lockdown, and creating in-game fashion fantasies – whether if it’s designing original patterns or re-producing luxury brand looks – is an integral part of it. While the convergence of luxury brands and video games is not something completely new, showcasing creations in games seems ever more relevant under today’s circumstances, as the strategy acts as a way to make up for the lack of physical customer experience due to store closures. An opportunity in difficult timesĪpart from Valentino and Net-a-Porter, luxury big names such as Burberry, Louis Vuitton and Marc Jacobs have also tapped into the gaming sector and showcased their collections in video games. ![]() The partnership not only resonates with the young Chinese clientele by promoting local designers through video games, but also encourages consumers to visit Net-a-Porter e-shop. In China, in order to download the looks, players need to access Net-a-Porter’s official e-shop on Tmall and make requests of customer service. ![]() In the same vein, Net-a-Porter China collaborated with multiple Chinese designer brands including Calvin Luo and MÄRCHEN to create looks in Animal Crossing. Valentino Pre-Fall 2020 collection re-created in Animal Crossing The move received positive reaction from its Chinese audience – the post that reveals design codes gained more than 30,000 views on WeChat, far exceeding the brand’s usual traffic on the platform. Faced with challenges caused by the COVID-19 pandemic and store closures, Valentino aimed to re-engage with the brand’s community digitally through showcasing their collection in the buzzy video game. Luxury house Valentino seized the hype by partnering with Kara Chung, artist and the founder of Instagram page to re-create the brand’s pre-fall 2020 collection in Animal Crossing. ![]() From drawing their own outfit to downloading designs of others with a simple code, players enjoy the freedom to express their style identities, which creates a potential marketing opportunity for fashion and luxury industry. ![]() Notably, players are able to design avatars based on their own fashion tastes. The popular game allows players to control their own avatars and live in a deserted island. The new Nintendo social simulation game, Animal Crossing: New Horizons, has become a hit around the world since its launch in March this year.
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