Fashion Goes Really High Tech

Fashion is going to a whole new level: into your computer games. H&M has designed virtual versions of some of their latest creations for Sims characters to wear. And if you like them that much, you can go guy them in any H&M store! You can even build your own H&M store in the latest version of the game, dress your character in any of 60 authentic H&M designs, and have your characters take part in a virtual runway competition. Also, Canadian designer Nyla has turned several of her creations into ensembles for the game Second Life.

The International Herald Tribune reports that designers can "can use [computer games] as a testing ground for ideas and generate feedback from avatars about fashion designs before they go into production. Fashion in virtual worlds is "made of pixels and those are very ephemeral things," said Celebrity Trollop. "In Second Life I can make a garment that was patterned with polka dots into one that sports a trendy paisley with three mouse clicks. Plus, virtual worlds offer a huge potential for market research - should you buy a million dollars worth of polka dots or paisley fabrics? Why not test them both in Second Life - and see if they're both hits."