Moschino premiered its Sims-inspired capsule collection last weekend during a Coachella desert party, which featured a roller rink, famous DJs, and celebrity appearances, in addition to the catwalk showcasing the designer's pixelated clothing and accessories. Collection prices range from an $85 phone case to a $1,295 backpack. (And that's in USD, not Simoleons—Sims currency. The game's monetary cheat codes cannot be applied in the real world either.)
This is the latest version of high-fashion product placements in video games. Moschino has created an entire collection paying homage to a game, instead of just featuring game characters in marketing campaigns.

"Moschino is an iconic brand and fashion is an essential form of expression within games; this felt to us like a great fit," The Sims General Manager Lyndsay Pearson.
The partnership further validates the sales potential from virtual reality with an acceleration in this trend.
The fashion and luxury industry has the unenviable task of pleasing two masters. While an aging Boomer and Gen X make up the bulk of value today, Gen Y and Z represent the future lifeblood of this category. The Sims-Moschino-Coachella triumvirate is evidence of a luxury label contorting to stay relevant to the burgeoning consumer base of younger consumers, especially in markets like the United States and China that account for a large share of luxury sales.
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