Fashion Says, Byte Me

By now, we're accustomed to shopping online. But how about trying on or buying designs made on a computer before they ever exist in hard copy? Accord
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By now, we're accustomed to shopping online. But how about trying on or buying designs made on a computer before they ever exist in hard copy? Accord
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By now, we're accustomed to shopping online. But how about trying on or buying designs made on a computer before they ever exist in hard copy? According to the International Herald Tribune, the Sims 2 has entered into a partnership with H&M to inject some style into their virtual world. Members' "avatars" (virtual characters) can now dress in H&M's Spring / Summer collection. The clothing is also available in stores around the world, essentially turning this venture into what the company hopes will be a lucrative marketing scheme. Additional features allow members to build their own H&M stores and enter the virtual runway competition, where one winner will have their designs produced and sold in the actual H&M. Meanwhile, over at the creepy computer world Second Life, users pay actual money to keep their imaginary personalities dressed in the freshest designs. This has prompted a number of well known companies (Reebok, American Apparel, Lacoste...) to lend their brand to items in the game. Rumbles say Armani will join them, but so far, no high fashion companies have entered into virtual life design. Maybe it's because those addicted to role playing games aren't generally viewed as tastemakers (remember the Dungeons and Dragons kids in high school? They're playing Second Life Now). So while the world of virtual reality may have limitless possibilities, the fashion world seems to understand it also has a limited audience. --SABRINA BACON