Forget glamorous runways, video games are now fashion's new playground

Presented on runways just a few months ago, the collections of top fashion houses are now being unveiled – at least some of them – within video games. Photo: AFP

Who would have thought one day that video games would become an essential showcase for the fashion world? Designers and luxury brands have made it their new playground for presenting their collections and shaking up the public's buying habits.

And it's a gambit that seems to be paying off, given the impact of these new technologies on a target group that is nevertheless difficult to win over: Gen Z. It's a phenomenon that is impossible to miss.