The pandemic and the ensuing lockdowns forced the fashion industry to push its creative boundaries, and that they have. From virtual campaign shoots to a hybrid ‘phygital‘ fashion month, the creative community left no stone unturned. As global lockdowns brought the trillion-dollar industry to a standstill, fashion people focused their energy on digital avatars within the realm of a popular Nintendo Switch game: Animal Crossing: New Horizons. The highly customizable avatars flooded the game’s virtual world with covetable off-the-runway looks complete with editorial photoshoots. It was only a matter of time before the industry’s creative heads capitalized on the new-found creative outlet. Enter: Net-a-Porter‘s ‘Animal Crossing Island’.
Net-a-Porter has built a distinct virtual experience within Animal Crossing: New Horizons: the Net-a-Porter island. The e-commerce giant has teamed up visual artist Kara Chung, creative agency WeSuperseed, and British designer Isabel Marant. To celebrate the launch, Marant has designed five avatar outfits inspired by her exclusive Isabel Marant Fall/Winter 2020 capsule collection.
“I am thrilled to be part of this exciting launch on such a fun and playful project. I am excited to see how the Animal Crossing community will play and interact with the different silhouettes from the eveningwear capsule within the Net-a-Porter island,” said Marant.
Net-a-Porter’s Animal Crossing island allows guests a glimpse into the e-tailer’s real-world London headquarters, among other attractions. Fashion gamers can sip on virtual coffee at the Net-a-Cafe or soak up virtual sunshine at the beach. Had a stressful week? Indulge in a deep meditation session or workout at the gym in the Net-a-Sporter area. Wish to give your avatar a fancy upgrade? Visit the Able Sisters shop to browse and purchase the latest Isabel Marant digital ensembles for your avatar. That’s not all; the Net-a-Porter island allows you to show off your stunning outfits by strutting down the island’s runway.
“At Net-a-Porter, we always embrace creativity in all forms, in order to deliver exceptional experiences to our customers. It’s been incredibly exciting to announce the launch of the brand-new Net-a-Porter island in Animal Crossing,” said Elizabeth von der Goltz, Global Buying Director, Net-a-Porter.