Explores the evolution of fashion in video games from the origin of Mario to recent partnerships by luxury brands to create in-game skins.

Did you know that Mario’s iconic overall look was born out of necessity due to the limitations of 8-bit animation? Or that Link, the hero of 1986’s Legend of Zelda, utilized a Peter Pan-esque design to add a sense of familiarity for those who had grown up with the Walt Disney film? As gaming has grown, so has the importance of its fashion. With today’s unexpected trendsetters like Fortnite and Roblox, avatar fashion has become gaming’s language of status, a multi-billion-dollar market attracting brands from Louis Vuitton and Balenciaga to Coach and Zara.

Skins in the Game explores fashion’s evolution in gaming, tracing its history from the inception of the first avatar to the pivotal moment when video games became fashion influencers and the obstacles and challenges along the way. Tracy Greenan and Fija Dahlia investigate how gaming aesthetics have been influenced by art, literature, and film, scrutinize their successes and failures, and deconstruct the complex narrative of character design and historical sexism throughout the industry. They also feature exclusive interviews with top creative minds in costume, game, and character design to untangle major distinctions between the physical and digital clothing worlds and illuminate how brands utilize these differences.

By looking at how community and fandom play crucial roles in shaping gaming fashion, the authors further reveal the importance of these in-game connections for growing and sustaining a game’s momentum, legacy, and style. Ultimately, Skins in the Game offers invaluable insights, fascinating data, thought-provoking interviews, and an avalanche of helpful imagery and practical pointers to ignite the imagination of fashion and videogame fans alike. Readers will discover this ever-evolving landscape, where fashion and technology spectacularly merge.