As of today, there’s a new video game for young girls where you get to pretend to be an up and coming runway model navigating the fashion industry, and it was created by Condé Nast.
It’s called Fashion Hazard, is available for the iPhone and iPad, and is the prestigious media company’s first (and surprising) foray into gaming. And yes, we played it!
As you can probably tell by the name, Fashion Hazard is not for the faint of heart and rather than glamorize the modeling world, portrays it as the dangerous and cut-throat business it really is–sort of. There are no pervy photographers, drugs or agents pressuring you to lose weight. But! While walking on a very busy runway, you do run the risk of stepping on snakes, getting hit by cups of coffee and tripping over fallen models. Our take? It’s like a quirky fashion-y and totally ridiculous version of Temple Run.
For example, Ellie Redburn, the avatar you start out as, is a small town girl from Lawrence, Kansas starting out at the bottom of the New York fashion industry’s totem pole. Will she be the next Karlie Kloss or will she fall off the runway (something I did many times while playing) and be forgotten?
Another fun quirk: the way the models walk. It’s something like this. They also pose at the end of the runway in a way that no one has done since the ’90s and looks more like models who look like they just farted than, say, Cindy Crawford.
I barely played long enough to get to London, but by successfully gaining “achievements” and “bling” and dodging flying objects, Ellie Redburn can advance from city to city, revealing new details about her backstory and making her way to the fashion pinnacle that is Paris (and rapidly sucking the life out of your iPhone battery in the process). After that, you get to become a different model, like a glamorous brunette named Le Tigress (yes, that’s really a character).
Condé Nast hopes Fashion Hazard will fill a niche for girls who want a game with a feminine aesthetic and action-filled agility challenges typically found in more masculine games. The game is also ripe with potential for collaborations and product placement. For example, is it too late for a tie-in with Tyra Banks’ Modelland? Maybe after the Paris level, the model goes there and gets a smize? The possibilities are endless, really.
You can watch the awesome trailer for Fashion Hazard below and download it from the app store for 99 cents.