Moschino's collaboration with The Sims taps into nostalgia to target millennials
Spotted: Moschino’s creative director Jeremy Scott has developed a fashion line based on The Sims, the Electronic Arts’ PC game popular with the millennial generation. The designs feature graphical elements straight from the game, including a bathing suit covered in green diamonds, which players will recognise as the same ones that appear above The Sims characters’ heads.
A marketing campaign for “Moschino x The Sims Capsule Collection” featured the models Stella Maxwell, Aiden and Denek K in a Sims-like virtual-world, attempting to replicate the idea of “Avatar Realness,” as Scott describes it.
“I love the idea of being able to imagine, design and bring to life a world of individual personas with The Simsuniverse,” Scott said. “That concept emulates what I get to do for each collection at Moschino as I create a fantasy universe of spectacular storylines and characters.”
The Italian luxury brand’s new line comes as the 20th anniversary of The Sims, which launched in 2000, nears. Scott has been inspired by nostalgia before, including a recent runway show that paid homage to the long-running American game shows The Price is Right and Wheel of Fortune.