Epic Games Isn’t Playing Around With Its Foray Into Fashion
It's all part of the company's long-term plans for a virtual society.
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Subscribe for free to get more stories like this directly to your inboxYou might recognize the name Epic Games from a wide array of online and console video games like the immensely popular “Grand Theft Auto” franchise.
But behind the scenes, the company has been expanding its reach into a lot of other realms of the digital economy … most recently, the fashion world.
Here’s what we know
On the surface, it might not make much sense for a gaming company to partner with a fashion brand, but if you step back and take a look at Epic Games’ plans to increase its future market share it all starts to come together.
In a joint announcement with CLO Virtual Fashion, the company confirmed that the brands have made mutual investments in each other. The statement didn’t provide any specific dollar amounts, though.
It appears that its stake in the virtual fashion firm will play a role in Unreal Engine, which is a digital marketplace that Epic Games controls where users can, among other things, buy or sell clothing designs.
It’s an expanding market
Virtual fashion is a relatively new industry, but it’s growing fast. Another leading name in this space, DressX, has partnered with Roblox. And even though the Metaverse appears to be hanging on by a thread, it nevertheless hosted its second Fashion Week earlier this year.
The primary application for virtual fashion seems to be to accentuate the look of avatars in online worlds, and Epic Games executive Kim Libreri is bullish on its future.
She said: “Bringing high-quality digital fashion into real-time virtual worlds is complex and can be a creative barrier for digital fashion creators. It is exciting to see how CLO Virtual Fashion’s solutions work with Unreal Engine to help designers across industries make life-like digital fashion garments.”
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