Franchise to make Fashion Week interactive
IMG is looking to make Fashion Week a little more interactive, pairing up with 505 Games to create a line of videogames for fashionistas.The two companies plan to produce a franchise based around the Fashion Weeks that take place around the world, including New York City, Miami, Moscow and Mumbai, and enable gamers to participate in all aspects of the events, from creating their own collections to organizing photo shoots and runway shows with models, designers, stylists, hair and makeup artists. The games will feature top models and fashion gurus, as well as brands that typically sponsor Fashion Week events. Those companies will pay to appear in the games. “Fashion, Jr.” (a title that may change) will be the first to bow, on June 23, and will be aimed at younger girls. It will be released exclusively on Nintendo’s DS handheld system, with a follow-up for older audiences released in September. Deal with IMG, which will use the games to expand the Fashion Week brand with consumers, expands 505 Games’ presence in the interactive fashion space. It has already released a successful “Fashion Designer” game in Europe. “There’s a growing market with women and games,” said Adam Kline, prexy of 505 Games U.S. Gamemaker, which recently brokered a deal with Rolling Stone magazine to produce a music title, will work closely with makeup artist Pat McGrath, the global cosmetics creative design director for Procter and Gamble, fashion insider Noel Gordon, as well as Fern Mallis, senior VP of IMG Fashion, to develop the gaming franchise.
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