'Grand Theft Auto V' reveals its first fashion tie-up

Following in the footsteps of 'Animal Crossing: New Horizons', characters in the video game now sport designer threads

The digital world of fashion is growing. One of the (very few) breakout joys of 2020 was the fashion crossover to video games such as in Animal Crossing: New Horizons.

In the game, characters could dress up in brands including Marc Jacobs, Prada, Loewe or even Valentino, if desired.

Then, in December 2020, the house of Balenciaga launched its latest autumn / winter 2021 collection via a video game in which characters were dressed in the new designs.

Now popular driving video game Grand Theft Auto V is getting in on the act, with designer outfits for three of its in-game characters. Based on three real-life German DJs, (Adam Port, Rampa and &ME, who make up the group Keinemusik), they are dressed by the Polish brand Misbhv and Berlin label Civilist.

As resident DJs at virtual underground club the Music Locker, gamers see the DJ avatars step off a plane wearing the designer T-shirts, one of which, worn by Port’s character, has the words "Misbhv Keinemusik" emblazoned across his chest.

To further blur the boundaries between real and virtual, the real Adam Port has made his GTA avatar his social media portrait as well.

Not only just a viewable item, any player who takes a fancy to the clothing can head to the virtual city of Los Santos and purchase at one of five virtual fashion stores.

Taking to social media to announce the partnership, the Warsaw brand wrote: “Fashion means anything as long as it creates a feedback loop with reality. Virtual reality is a new and exciting form of this dialogue.”

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