Can Digital Fashion Make The Fashion Industry More Sustainable?

Fashion has become one of the latest industries put under the scope of digitalization. As more people opt for buying virtual clothing, the opportunity to minimize carbon emissions, textile waste, and water usage within the sector presents itself. 

With the metaverse, the COVID-19 pandemic, and the increasing concerns related to climate change, fashion designers have turned to digital platforms for releasing their pieces. Louis Vuitton, for example, has designed a set of skins for the MOBA video game League of Legends. As virtual clothing becomes more accessible to the average user, fashion could become a more sustainable industry by allowing people to explore their style without needing to buy physical items.

Digital clothing tackles fashion’s sustainability issues

Despite brands incorporating “green policies” to reduce their harm to the environment in recent years, the fast-paced nature of the fashion industry causes it to be one of the biggest pollution-spreading sectors in 2021. However, rapid digitalization occurred within clothing companies as they failed to meet manufacturing goals as a result of the pandemic, which paved the way for virtual clothing.

Brands turned to mapping out initial drafts virtually, only physically crafting the clothes once a design has been settled on. In turn, as reported by ProSoft VR, the manufacturing process of one simple dress reduced environmental costs by around four times.

“As items go out of fashion and new trends pop up, a cycle of environmental harm is created. Old items end up in landfills, while the creation of new ones emit massive amounts of CO2  and deplete water resources. Games alleviate this burden, as unworn pieces may simply be deleted and replaced by other items with substantively less impact,” notes Victoria Trofimova, CEO of Nordcurrent, the biggest game development company in Lithuania.

While not completely impact-free, digital clothing items save around 3300 liters and produce 97% fewer carbon emissions per item, compared to their physical counterparts. By satisfying the need for engaging with new trends, consumers will likely be more mindful when buying physical pieces, reducing harm in the long-term.

Virtual clothing quickly garnering popularity

“Real-life clothing items increasingly find their way onto digital platforms. With famous designer houses joining the trend, virtual wardrobes are becoming more similar to ones in real-life,” notes Trofimova. “By emulating clothing, users may explore trends, styles, and brands without needing to purchase physical pieces, and therefore reducing the environmental impact of the fashion industry,” she continues.

The trend is significantly supported by video games, as character customization becomes an integral part of an immersive experience. Games such as Pocket Styler allow the player to fully customize their avatar’s look with different clothing and accessories that can be found in real-life stores.

“People may express themselves using Pocket Styler by transferring their particular tastes and preferences to the virtual version of themselves. Players may take their time developing a personal sense of style, which is difficult to achieve in real life as trends change and are phased out of stores rapidly,” explains Trofimova.

With digital fashion only becoming increasingly popular, a new, sustainable route for the industry is coming into view. By playing with style on virtual platforms like video games,  people may still express themselves and be creative using clothing – with minimized detriment to the environment.

About Nordcurrent

Nordcurrent is the biggest Lithuanian video game developer and publisher, known for such games as Cooking Fever,  Murder in the Alps, Airplane Chefs, Sniper Arena. Focusing on freemium and casual games, the company created over 50 games since 2002, attracting more than half-billion players  worldwide.

This article was sourced from a media release sent by Lukas Pereckas of blueoceanspr.com

Zero Footprint Repurposing Presented by Revival Projects Wins Melbourne Design Week Award

Robbie Neville, Founder of Revival Projects, at Zero Footprint Repurposing presented as part of Melbourne Design Week 2022 running 17-27 March 2022.

Photo: Sean Fennessy

With almost half of waste worldwide coming from construction and demolition, Zero Footprint Repurposing by Revival Projects, presented as part of Melbourne Design Week, seeks to make sustainable construction alternatives more accessible to everyone by providing one of the world’s first free repurposing hubs to fill a vital gap in the industry by facilitating the storage and reuse of demolished materials, which would otherwise become landfill.

Founded by Robbie Neville in 2016, Revival Projects has already salvaged hundreds of tonnes in construction and demolition waste across Melbourne channelling it into furniture, interior, and architectural projects including R.M. Williams stores across the country, Industry Beans new Fitzroy flagship, and the 2020 demolition and salvage with Hip V.Hype, who were heading up the development of a Six Degrees Architects-designed block of 22 apartments in South Melbourne.

This first hub, opened in 2020, and in operation for a year, was situated immediately adjacent to the Hip V Hype site, and saw Revival Projects repurpose the 2000 lineal meters of timber beams into several local projects including a whisky bar, a ceramic studio, a burger bar and in sustainable furniture design workshops for women, which were run from the hub. The remaining timber will be used in feature elements of an 8 story Perri Projects development, designed by Tandem Studio, which is now under construction on the site of the South Melbourne hub.

The second iteration of the hub, presented during Melbourne Design Week 2022, is situated in Islington Street, Collingwood in a 100-year-old, 1500 square-metre warehouse, that will be demolished in 2024. True to their cause, Revival Projects, who are utilising the space in the interim, is working with Grimshaw Architects, the architects of the site’s future development, to repurpose the existing materials from the warehouse into the new development.

During Melbourne Design Week 2022, Revival Projects will open the hub to the public, Friday 25 March, with visitors able to discover how designers, builders and clients can work together to revolutionise the industry’s approach to repurposing and sustainable construction, and see a range of materials that have been stored onsite by FJMT, Perri Projects, Beulah International, Edition Office, BAR Studio, Hip V. Hype, Kerstin Thompson Architects, Assemble Communities, Grimshaw Architects, ANPlus Developments and Bayley Ward Architects among others.

A panel event discussing the work and impact of Revival Projects and some of their collaborators will take place on the premises, featuring Robbie along with speakers from Grimshaw, Hip V. Hype and Assemble Communities, the discussion will take place 5:00, Friday 25 March, 111 Islington St, Collingwood. For full details visit: Zero Footprint Repurposing MDW 2022

Tony Ellwood AM, Director, National Gallery of Victoria, said: ‘Zero Footprint Repurposing is a project of ambitious scale with global importance. Offering a unique platform for the design and construction industry to make a sustainable impact, the project is a real catalyst for positive change. Revival Projects draws attention to an important issue, demonstrating that the value of a design is not only in its function or aesthetic, but also in its environmental impact.’

Florian Seidler, Managing Director and CEO, Mercedes-Benz Australia/Pacific, said: ‘Great design creates products and services which help to realise a healthier future and Zero Footprint Repurposing by Revival Projects is doing just that. Through their design week event they are both drawing attention to the issue of sustainable building practice and demonstrating how it can be achieved.’

‘At Mercedes-Benz, we’re also on a journey to a sustainable future, which includes finding ways to drive recycled products and methodologies into our supply chains and our vehicles.’

Robbie Neville, Founder of Revival Projects, said: ‘Our mission here is to revolutionize the way our industry approaches existing materials; we are disrupting centuries of traditions based on reckless consumption of natural resources. We are tremendously excited by the galvanic, inclusive energy of Melbourne Design Week, we have the dream combination of right place, right time, and right people to channel this incredible energy into affecting immediate change.’

Zero Footprint Repurposing is presented as part of Melbourne Design Week, an initiative of the Victorian Government delivered by the National Gallery of Victoria. In 2022 Melbourne Design Week runs from March 17 – 27. For full program please visit designweek.melbourne. Proudly supported by Major Partners Mercedes-Benz and Telstra, and Design Partner RMIT University.

This article was sourced from a media release sent by NGV Media & Public Affairs

UOMA Beauty CEO Launches Make It BLACK 2022 Campaign

Sharon Chuter and Pull Up For Change re-launch the Make It BLACK campaign with new beauty brand partners to continue to shift perceptions around what it means to be Black and raise funds for the Pull Up For Change Impact Fund, which provides capital to emerging Black founders.

Teaming up with 8 beauty brands, Make It BLACK launched last February for Black History Month. Participating brands include UOMA Beauty, e.l.f. Cosmetics, M∙A∙C Cosmetics, Mented, Morphe, Flower Beauty, Ulta Beauty, and IPSY/BoxyCharm.

Following a successful launch in February, in which over $400,000 was raised and deployed to eight emerging black business founders at Essence Festival of Culture, Sharon Chuter and her non-profit organization, Pull Up For Change are re-launching the Make It BLACK campaign for Black History Month 2022 with new beauty partners.

After the disruptive launch of Pull Up For Change and the #PullUpOrShutUp campaign in June 2020 – a social call-to-action that demanded companies to publicly disclose the number of black employees in their corporate office and leadership roles to help dismantle a system that has led to low economic participation for black people – Sharon Chuter and Pull Up For Change shook up the beauty landscape once again with the launch of Make It BLACK, a breakthrough campaign delivering iconic beauty products in limited-edition black packaging to redefine what it means to be Black and raise funding for black founders.

The Make It BLACK campaign deals another blow to systemic racism by reclaiming the word black and making consumers understand that black is nothing but beautiful. Make it BLACK is making a bold statement to change the inaccurate and dangerous negative perception in society of the word and instead reframe and refocus on the beauty of Black. Afterall Black is the color of absolute luxury – it’s chic, classic, timeless, and iconic.

The Make It BLACK campaign’s PETITION – which was created to get the Oxford English Dictionary and Merriam Webster Dictionary to update their definitions of the word black immediately – already has over 6,220 signatures and counting. As an integral part of the petition and campaign, Sharon Chuter herself has written an OPEN LETTER to the Oxford English Dictionary and Merriam Webster Dictionary, and is writing 6,200 additional letters – in support of each petition signature – to push upon the dictionaries and advocate for real change.

“Language plays a critical role in how we perceive the world,” says Sharon Chuter. “The function of language goes beyond expressing ideas and concepts, it shapes thought and defines our collective consciousness. Language should be neutral, unbiased and reflective of our current realities. It is in this regard that the dictionary has work to do.”

For this year’s Make It Black campaign, Pull Up For Change is partnering with established beauty brands – e.l.f., Flower Beauty, M∙A∙C Cosmetics, Mented, Morphe, and UOMA Beauty – to repackage their most iconic products in black. These limited-edition products will be available for purchase throughout February (Black History Month) and will be sold online with Ulta Beauty, through IPSY and BoxyCharm’s subscription boxes, and via the Make It BLACK and participating brands’ websites.

100% of the gross profits from the limited-edition iconic black products will be contributed to the PULL UP FOR CHANGE Impact Fund, which deploys capital to black-owned businesses and are allocated as grants to emerging black founders. Last year, the campaign raised over $400,000 which was deployed as grants to eight black female founders.

“As a Black Female founder, I understand, first-hand, the struggles of raising capital or accessing funding,” says Sharon Chuter. “In fact, I am one of only 93 Black women in the history of America who have raised over $1M for startups. On the other hand, the average white male receives $2.1M to fund their start-ups. We have a long way to go to create true economic equality and there is no equality without equity. This is where I am proud to play a small part in supporting other Black female founders to make their dreams a reality, and to truly get the seat at the table that they very well deserve”.

“Ulta Beauty is proud to join Sharon and Pull up For Change to empower Black beauty and drive meaningful change in our industry,” said Monica Arnaudo, chief merchandising officer at Ulta Beauty. “As a values-based company, we share the passion to shape how the world sees beauty and the intention to build greater equity for Black founders. Make it BLACK helps achieve this and we’re honored to support as the exclusive retail partner.”

The Make It BLACK iconic beauty products for retail include:

e.l.f. Cosmetics Total Face Sponge

This multi-sided sculpting face sponge has angled sides for highlighting, and rounded sides for flawless blending. The precision point is perfect for concealing imperfections and works with any of our liquid and powder formulas.

M∙A∙C Cosmetics Lustreglass Sheer Shine Lipsticks

Experience glamour in a glide with these luscious lipsticks. Blended with of good-for-lips ingredients like a creamy combination of jojoba, raspberry seed, coconut and organic extra-virgin olive oils that nourishes lips, while shea butter conditions and hyaluronic acid helps moisturize. The result? Comfortable, buildable colour, a luminous, long-wearing finish and softer, smoother and more supple lips that look as good as they feel. Pamper your pout with shades Beam There Done That, Hug Me and Thanks It’s MAC.

Morphe x Make It Black Empower Your Expression 18-Pan Artistry Palette

Empower your expression and promote positive change with this limited-edition Morphe X Make it BLACK Artistry Palette packed with bold browns, glimmers of shimmer, and pigment-packed pops.

UOMA Beauty Make It Black Color Palette and Badass Icon Lipsticks

Make It Black Carnival Color Palette: Invoke the hypnotic, spellbinding allure of your inner Carnival Queen with this limited-edition high octane, high impact and highly pigmented color palette. Lavish textures transform into ultra-thin, full colored film on the eyelids which are long lasting and water resistant.

Make It Black Badass Icon Matte Lipsticks: Available in four iconic UOMA Beauty shades, these lipsticks are highly pigmented yet lightweight, with a silky texture that leaves lips silky smooth with just one stroke. Let your inner BADASS shine through! Shades include – Elaine (Jet Black), Ruby (True Red), Eartha (Warm Nude), Maya (Pink Nude).

Make It BLACK is no longer accepting the things that historically could not be changed. It is changing the things we cannot accept. Black must be redefined.

This article was sourced from a media release sent by Anderson Group Public Relations

TikTok Fashion: Research explores the demand for the app’s fastest growing trends

Clothes2Order has carried out a study that reveals TikTok’s fastest-growing fashion trends.
The study used Google search data and compared the searches at two points of the year, July to December, to reveal that ‘mini Uggs’ are currently TikTok’s fastest-growing fashion trend, with a remarkable 8233.33% increase in demand over six months.
The data shows the power that TikTok has to create must-have items, especially within the Gen Z adopted Y2K aestheticMini Uggs, first popular in the early 00s, have had almost 30m views on the app, whilst Juicy Couture velour tracksuits have had 7.4m views, leading to a 300% increase in searches.
Opera gloves, often seen on the red carpet, were a surprise new trend, increasing by 84%.
See the full list below:

Rank

Tik Tok Fashion Trend

% Increase in demand over six months

TikTok Hashtag Views

1

Mini Uggs

8233.33%

29.7m

2

North Face puffa jacket

661.90%

79.4m

3

Acne scarf

650.00%

980k

4

Frankie Shop quilted jacket

650.00%

1m

5

Fluffy bucket hat

401.85%

200k

6

Knee high boots

400.00%

46m

7

Juicy Couture tracksuit

306.76%

7.4m

8

Leather blazers

173.41%

12.8m

9

Stirrup leggings

124.24%

66.2k

10

Opera gloves

84.09%

330k

11

Arm warmers

82.43%

3.7m

12

Platform boots

82.42%

57.3m

13

Zara green bag

50.00%

957k

14

Oversized blazer

49.49%

5.4m

15

Catsuits

48.65%

23m
Key Findings
  • Mini Uggs made an explosive entrance back to fashion in October, with over 46,000 new searches.
  • Searches for catsuits, championed by the likes of Kim Kardashian, increased by 48% over a period of six months from July to December.

  • Six-month search data also showed the impact of the Acne multicoloured scarf, increasing searches by 650%.

Editorial credit: Ti Vla / Shutterstock.com

This article was sourced from a media release sent by Leila Jones of Digitaloft

Inside The Lives Of Instagram Models And Social Media Influencers

Life as an Influencer is becoming an increasingly stacked game. In a world of paid likes/followers, fickle algorithms, and those ‘lurky bots’, it’s become even harder to market yourself in 2022. With more Instagram Models on the scene than ever before; this creates a higher level of competition overall.

Gaining traction on social media often means hitting that elusive fan quota. However, it’s often a vague figure that allows you to qualify. This begs the question: how many people have to follow you or like your page in order to make you a legitimate Influencer? What will warrant enough credibility amidst a miasma of hashtagging and 24/7 responsiveness? You should start with applying a thick-skinned approach to negative comments (ironically, with much skin on show) and all ‘round people-pleasing.

Let’s get the elephant in the room out of the way. What does an Influence Marketer and/or Instagram Model actually do? Well, they create ‘sponsored content’. That means someone sends them something and they promote it to their audience, eg. “OMG this skin cream is the bomb, I now have no pimples”, or “this teeth whitening product is so great I can now allow myself to smile” – all the whilst being paid to give, let’s face it, an entirely biased review.

Influence Marketing is most usually carried out on the platform of choice: Instagram. According to Forbes Magazine, an Insta account with over one million followers can attract upwards of $50k for a single sponsored post: that’s certainly big bickies! What you may not know is that the social media landscape is continuing to change, and it’s not always in the interest of an Influence Marketer.

For example, have you heard of the term ‘Micro Influencer’? These are commonly described as ‘ordinary people’ (whatever that means) with a decent following of around 3000 followers. Usually, they aren’t ‘big-fish’ enough to score entirely free products, and they don’t always garner a genuine ‘hard-dried-ink’ modeling contract with, you know, an actual brand.

While the demand for Micro-Influencers grows (and will continue to do so during 2022); so does earning potential decline. This demographic is more often than not, underpriced. With so many people putting their hands up to assist e-commerce operators, for example, accepting the offer to post about a beach towel whilst wearing a bikini, this means that the value of a Micro Influencers’ engagement is vastly cheapened. It’s just supply and demand – economics 101.

The fact is, being a Micro-Influencer is generally not something to be taken too seriously. That’s because you can only ever earn a mere fraction of what your more socially mobile counterparts (you know those Insta peeps with the covetable green badge) can attract per post. What does this ‘Verified Badge’ on Instagram actually mean? Well, according to the platform itself, “a verified badge is a check that appears next to an Instagram account’s name in search and on the profile. It means Instagram has confirmed that an account is the authentic presence of the public figure, celebrity or global brand it represents.”

How do you get your very own Insta Badge? You can apply to get one by going into your platform’s settings tab, providing your ID, and waiting for that all-important response. However, there are no guarantees! But, that’s always the way, isn’t it? After all, there are no 100 percent shatter-proof formulas for achieving success in online marketing. Keep in mind that those ‘masterclasses’ will surely tell you differently, though.

Being an Instagram Model and marketing yourself is but a means to an end. It is not necessarily something to hinge your ‘bread-and-butter’ upon. If you are reaping the rewards as an Influence Marketer then more power to you. If you are still struggling and wondering why it’s not actually working for you, then remember things are never what they seem – especially when it comes to the world of social media/influencer marketing!

 

4 Ways To be Fashionably Eco-Conscious In 2022

In this world of fast everything… food, fashion, relationships, etc…have you ever really thought about your responsibility as a consumer? Sure, you might have found the resolve to avoid McDonald’s chicken nuggets (and possibly even be a strict vegan)…but when it comes to your clothing…do you know just what is behind its production?

If you are conscious of the environment and humanity you’ll more than likely want to know how to minimise your footprint and the best ways to make a difference, whilst still being able to indulge your love of fashion.

Here are our top tips on how to be fashionably eco-conscious.

Be aware of materials and production methods

Understanding what goes into the production of a garment is half the battle when making an eco-conscious choice. Could your favourite T-shirt have originated in a sweatshop? Is it made from materials that are environmentally sustainable? Check clothing labels and do your research before you decide to buy.

There are so many cool places to shop that go out of there way to ensure they use more sustainable and natural materials (like cotton) in their manufacturing…as well as local artists’ designs to boot! Look out for materials like bamboo, hemp, and Tencel. These are usually more eco-friendly than synthetic alternatives. Also, check the use of dyes and other factors that have gone into the production. In general, look beyond the initial dazzle of a cute item and a cheap price tag and consider the cost for our planet/people.

Check out second-hand and retro threads

It can be really cool and inspiring to hit up op shops for vintage threads. Not only are you getting a bargain, but a lot of the time you’re also buying a piece of fashion history. Beyond this… you’re recycling. You needn’t buy something mass-produced when there are a lot of beautiful retro options readily available.

You can also check out suitcase rummages, retro fairs, car boots sales, and online groups. So, you can pop those tags (like Macklemore) at a fraction of the price whilst maintaining your commitment to preserving the environment. This is all about doing your little bit to assist the ‘circular fashion economy’ – a movement that is turning the tide on textile wastage worldwide.

Embrace your authentic self

It may come as a surprise, but you don’t have to wear the same thing as everyone else, apply the same makeup style, or buy up big on every new trend that hits Instagram or your Facebook feed! It may seem like others have a perfect life – the holidays, the wardrobe, the friends and relationships… even the hair and the lips. The need to compete in a very status-driven world can sometimes hit pretty hard when you find yourself idly scrolling online.

But, remember behind the perfect ‘selfie’ are a million and one other shots that didn’t make the grade. Influencers’ and fashion bloggers’ posts are completely staged and are specifically created to sell goods. You don’t have to buy into this feeling of never being quite adequate, succumbing to the fleeting feeling that a mere product will fill the gap. You can set yourself apart and embrace your authentic self by wearing what makes you most comfortable and what aligns with your personal ethics. You’ll feel all the better for it.

Style with substance

Making eco-friendly selections when it comes to your wardrobe is the responsible way to indulge your fashion sensibilities. Whether it’s making informed purchasing decisions, buying second hand, or just by avoiding being that bit too greedy and impulsive when it comes to shopping, style with substance is about being conscious of your personal footprint and the toll of your choices on collective humanity.

Photo by cottonbro from Pexels

Experts Reveal How To Abandon Fast Fashion Trends & Shop Sustainably In 2022

In the age of TikTok and Instagram, fashion micro-trends have gained popularity. These trends move at lightning speed, have a short life, and are soon replaced by newer ones. Experts at Clothes2order have revealed the 4 key tips to avoid overconsumption.
Simon Turner, Marketing Director at Clothes2order, stresses the need to turn to sustainable fashion, letting go of impulsive purchases and fast fashion trends.
Because of their short lifespan, sustainable production is not possible when designing micro trends. And, while we will have forgotten about bucket hats in a couple of weeks, the consequences of fast fashion account for much longer damage to the planet. Clothes2order’s Marketing Director revealed 4 key tips for consumers to act more sustainably:
If you see a trend, take time before you invest in it. When you see a trend that you like, wait, bookmark it, and only buy what you need for the trend when you just can’t get it out of your head. You’ll be sure to have bought something you really like, and it will stop you from buying impulsively.
Shop secondhand! Check sites like Vinted and Depop before purchasing a brand new item! Not only will you save money, but you’ll also give a second chance at a perfectly good piece of clothing!
Look for companies that produce sustainably. Look for companies that use deadstock fabrics, those that make clothes to order, or those using water-based ink. These companies will usually have a sustainability statement on their website, in which they make it clear that caring for the planet is important to them.
Buy quality over quantity. If an item costs less than a takeaway coffee three points need to be made: 1, it’s not going to last until the end of the year; 2, it’s definitely not environmentally friendly; 3, the purchase is also damaging to the people who make the clothes.
The study also found the fastest disappearing fashion micro trends in the UK, with fisherman sandals and knee-high shorts ranking first and second.
Fastest disappearing fashion micro trends of 2021:

Rank

Trend

Popularity Decrease

1

Fisherman Sandals

-95.2%

2

Knee Length Shorts

-93.2%

3

Hibiscus Print

-84.7%

4

Hockney Dress

-70.5%

5

Crochet Dress

-70.2%

6

Heeled Thong Sandals

-70.0%

7

Bucket Hats

-63.3%

8

Graphic Tank Tops

-55.9%

9

Tennis Skirts

-45.4%

10

Maxi Tube Skirts

-33.3%

10

Swirl Prints

-33.3%

The full research is available to view here: Clothes2order
This article was sourced from a media release sent by Leila Jones of Digitaloft
Photo by cottonbro from Pexels

Big Aussie Fashion Brands Urged To Sign On To International Accord To Stop Garment Worker Exploitation

Australian big fashion and clothing brands urged to sign on to international accord to stop garment worker exploitation.

The union representing workers in the garment industry is calling on five major Australian companies who manufacture clothing overseas to sign a new international accord to prevent worker exploitation in the industry.

The companies on the list own some of Australia’s biggest fashion brands, including Peter Alexander, Just Jeans, Dotti, Portmans and City Chic.

The former Bangladesh accord has now been renegotiated and extended to other countries. The new International Accord for Health and Safety in the Textile and Garment sector has been signed by all but four Australian companies who had previously signed the Bangladesh accord.

Those companies are:

·      Design Works

·      Licensing Essentials Pty Ltd

·      Specialty Fashion Group

·      The Just Group

Textiles, Clothing and Footwear National Secretary of the CFMEU Manufacturing Division, Jenny Kruschel, said there were major compliance and safety issues in the garment manufacturing industry globally.

“No company or brand should make profits at the expense of workers,” Jenny Kruschel said.

“The accord ensures safe workplaces, and helps prevent exploitation of some of the world’s most vulnerable people.

“These companies have done the right thing in the past and signed the previous accord that was put in place after the Rana Plaza tragedy in Bangladesh.

“We call on them to now sign on to the new code, which will protect more workers in more countries, as well as their own brands.”

Photo by Ron Lach from Pexels

This article was sourced from a media release sent by Medianet

This Mobile Game for Fashionistas Attracts 8 Million Players in 5 Months

An engaging social game for women “Pocket Styler” attracts 2M downloads in launch month alone, collaborates with designers to create trendy in-game content, and yet collaborate with designer brands as well.

Every week, nearly half a million new players join Pocket Styler – a new fashion game for mobile devices that focuses on dressing up the avatar for different occasions, where created looks are being rated by the community of users. The creators attribute the cause of the growing popularity of the game to its’ non-urgent nature, where a player can relax and simply enjoy the process, enabling the focus on creativity – over 147 million different outfit looks have already been created by the game users.

The action of Pocket Styler takes place in New York, one of the global fashion meccas. The player arrives at the Big Apple, taking a chance to make it big by attending various social events and exploring their dress code requirements. After carefully curating their look, the players evaluate other players’ styles and are appraised by them in turn, helping develop style and design sensibility, while exploring their sense of style virtually.

“Unlike most casual games, Pocket Styler takes it slow,” says Nordcurrent’s Game Designer Povilas Katkevičius. “Players are in no rush as they take their time to warm up their imagination, find a door to freedom, and express themselves freely. While the most competitive players can focus on quality and strive for perfection in each detail, others can explore current trends and find inspiration for their real-life wardrobe.”

With predecessors such as Cooking Fever (over 400 million downloads), Sniper Arena (70 million) and Murder in the Alps (20 million), Pocket Styler is Nordcurrent’s most recent release. “Our goal was to create an engaging social game for women,” claims Victoria Trofimova, the CEO of Nordcurrent. “As the audience of women playing mobile games is growing globally, we felt a need to respond to this tendency.”

When Pocket Styler launched in May, the game obtained 2 million users in the first month and increased four-fold in 5 months. As nearly half a million players join the style platform every week, its’ social media community also continues to grow exponentially.

The game is curated by fashion professionals and a team of experienced stylists, and will very soon open to collaborations with designer brands worldwide. Pocket Styler will enable their creations to appear in digital form, while the players will be able to dress their models in real-life designer clothing and accessories. Now, all the clothing is custom-made for the platform, with designers and game developers working side by side to develop custom looks. In addition to bi-weekly content expansions, the company has plans to expand localisations to Asia primarily Japan and South Korea as well as implement more socializing elements, such as Style houses, where players would collaborate to achieve cooperative goals, exchange items, and compete among other groups.

About Nordcurrent

Nordcurrent is the biggest Lithuanian video game developer and publisher, known for such releases as Cooking Fever,  Murder in the Alps, Airplane Chefs, Sniper Arena. Focusing on freemium and casual games, the company created over 50 games since 2002, attracting more than half billion players  worldwide.

This article was sourced from a media release sent by Gabrijela Petrikyte @ Blue Oceans PR

Status Symbols… Does Wearing A Rolex Make You Popular?

They say, fashion changes; trends wither but luxury and style last forever. In the case of luxury Rolex watches, this saying stands to be true. Ever since 1910, when the luxury watch company Rolex got a Swiss certification for maintaining its distinctive quality and make, the brand has not looked back. Let it be Gen X or the millennials or Gen Z; when it comes to owning a Rolex watch, the opinions are unanimous. Everyone wants one!

Rolex is literally the fashion watch goal even in this age and era and owning one means you are loaded! Here are some reasons for its massive popularity. Let’s get into it.

#1 A Rolex Watch Is An Acquired Taste

Unlike fast-fashion accessories and brands that mushroom every five or six years out of nowhere with their generic styles and fits to appeal to a crowd, Rolex targets a truly specific audience. Its users and clientele are premium and it’s not made to appeal to the masses. This is one of the reasons you don’t see it floating everywhere. It’s an acquired taste and that just adds to its charm.

#2 A Touch of Luxury

Rolex watches are specifically designed and manufactured for men and women who have a knack for luxury and indulgence. The extravagant designs are part of the appeal and experience of owning a donning a Rolex. Wrapping it around your wrist would oomph up your confidence and make you feel pampered and good about yourself. There’s a reason why Rolex is simply a class apart!

#3 A Rolex Watch is the Stuff Family Heirlooms are made of!

Now that’s not a shocker! When grandmas pass on their princess cut diamond rings; luxury gemstone clustered tiaras and vintage silk gowns to their upcoming generation of young women, a Rolex watch is a prized possession that could be passed on to the new generation of the fine young men of the family. The brand is known to make watches with a lifetime warranty and there are families who cherish these as their prized possessions.

#4 The Social Factor

Rolex watches have been a cult classic! From the Royal family to A-list Hollywood celebrities and stars – Rolex watches have been adorned, cherished, and endorsed by countless famous people. This just serves as the cherry on the top to add more to their popularity.