When you read ‘video game fashion’, you likely picture faintly embarrassing Pokémon-inspired onesies, awkward PlayStation-branded rucksacks, or cringeworthy Sonic the Hedgehog T-shirts. But the world of video game and lifestyle collaborations has changed markedly over the last few years. With gaming becoming more of a major cultural force, higher-end brands have started to get involved.

You can probably already think of some examples. It wasn't long ago that cult streetwear brand ARK/8 launched a capsule inspired by the world of Elden Ring at the peak of that game’s popularity, including a coat that made headlines thanks to its eye-watering $1,700 price tag.

On the more approachable end of the cost spectrum, premium watchmaker Hamilton has been collaborating with some of the biggest names in gaming for years and has big plans for the Call of Duty: Modern Warfare 4 launch in just a few weeks.

“What’s fantastic about Hamilton is that the brand keeps working to its DNA and its roots,” explains Hamilton International CEO Francesca Ginocchio as we chat about the company’s gaming efforts. “I would say the American spirit of the brand, now with Swiss movement, is very strong, as is the link with cinema and entertainment, which has been so consistent starting back in 1957 with Elvis Presley.”

The King of Rock and Roll himself famously owned and frequently wore a Hamilton Ventura, the watch even appearing on his wrist in the 1961 musical film Blue Hawaii . The asymmetrical design became so synonymous with the star that the model is still dubbed the ‘Elvis watch’ today.

Source link