It was only a matter of time before the fashion world embraced the cyber world and its using H&M as it’s vessel. The International Herald Tribune recently published a story regarding how retail giant H&M is teaming up with virtual reality giant The Sims (specifically for The Sims 2). The partnership would give H&M the license to dress players’ avatars (or personal virtual identities), giving new meaning to the words “fashion model”. The players will also be able to buy the same exact outfits to wear themselves in H&M stores. Players can also build H&M stores and participate in a virtual runway competition where they actually design the clothes (if they win the H&M will create and sell the design in stores). Second Life, another virtual reality giant, has also sparked a fashion firework as brands like Lacoste, Aveda and American Apparel are able to sell virtual items for avatars. Tis definitely a new era…
It sounds like fun, but I am kind of an old fashioned girl. I like my fashion tangible and ready to be worn (by my real body). Then again if Martin Margiela ever made a foray into this world, I might reconsider…

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