Hold on to your sewing kits — fashion design is going digital.
Game giant Electronic Arts has partnered with international fashion retailer H&M to create a fashionable addition to the most popular PC game of all time, Will Wright’s “The Sims 2.”
“Sims 2” players can purchase “The Sims 2: H&M Fashion Stuff” and make their virtual friends trend-setters with a number of new style choices inspired by real H&M fashions. Sims also will have the option of creating their own fashion shop complete with runways for showing off new designs.
Players will be able to use the downloadable design kits to create styles they can submit online at www.sims2fashionrunway.com, where the whole Sims community will be able to submit and vote on favorite fashions.
Different themes will be available all summer long. The first two kits, “party time” and “skate park,” will be available Friday and four more by the end of summer.
For each theme, Electronic Arts and H&M designers will pick the top 12 designs and broadcast them in an online fashion show available beginning mid-July at hm.com and thesims2fashionrunway.com. The designs that get the most votes from the Sims community will be featured in a Grand Finale Fashion Runway Showcase.
“Marrying a fashion-forward company with a game and community recognized around the world for their user-generated content will allow people to reflect their personalities and express their creativity,” H&M Vice President of Global Brand Development Steve Seabolt said in a recent EA press release. “We couldn’t imagine a more perfect match. Fashion inspires creativity in the same way videogames do,” “This brings new and exciting game content from two trusted brands that share the same global footprint and customer profile. From recreations of dresses on the red carpet to fashions seen on the streets of Paris, we can’t wait to see what The Sims community will come up with next!”
Sims 2: H&M fashion stuff
» $19.99
Available at most video game retailers
