Rachel Zoe avatars and shopping bag targets… Are computer games the next big fashion trend?

Rachel Zoe avatars and shopping bag targets… Are computer games the next big fashion trend

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UPDATED:

21:52 GMT, 6 September 2012

Computer games for girls are nothing new, but it seems the fashion industry has decided to get on the virtual gaming bandwagon in an attempt to win over style-conscious youngsters.

After Conde Nast, the publisher of Vogue, Vanity Fair and Glamour, launched its first video game called Fashion Hazard, it seems e-commerce sites are quickly following suit.

Shopbop, the popular online shopping website, has launched a fashion computer game as part of its image overhaul to debut during New York Fashion Week this week, featuring fashion avatars, explosions of confetti and floating shopping bag targets.

Girls gaming: Shopbop, the popular online shopping website, has launched a fashion computer game as part of its image overhaul

Girls gaming: Shopbop, the popular online shopping website, has launched a fashion computer game as part of its e-commerce image overhaul

Designed to engage directly with their customers – mainly teenagers and younger women – the fashion-themed games feature avatars of real-time models, designers and stylists.

Conde Nast's Fashion Hazard lets players step into the shoes of wannabe models, where they begin as Ellie Redburn, a 'Kansas-bred novice in the world of high fashion and at the bottom of Fashion Week's totem pole'.

The digital Miss Redburn arrives in New
York City during fashion week, where she must make a round-trip of the
catwalk before the clock runs out, all without stumbling or losing her
balance.

Players can help the new model progress
by dodging flying objects and photographers, and trading jewellery for
special level-advancing powers.

Flying designers: As well as the new computer game, Shopbop has also released a short video featuring the real-life personalities of their famous avatars. Chris Benz is seen flying out of a catapult...

Flying designers: As well as the new computer game, Shopbop has also released a short video featuring the real-life personalities of their famous avatars. Chris Benz is seen flying out of a catapult…

...right over Rachel Zoe's Hollywood home, and into the bedroom window of the Man Repeller to deliver her just-purchased Shopbop goods

…right over Rachel Zoe's Hollywood home, and into the bedroom window of the Man Repeller to deliver her just-purchased Shopbop goods

New website: Designed to engage directly with their customers - mainly teenagers and younger women - the fashion-themed games feature avatars of real-time models, designers and stylists

New website: Designed to engage directly with their customers – mainly teenagers and younger women – the fashion-themed games feature avatars of real-time models, designers and stylists

It's then on London, Milan and Paris to do it all over again, where the game becomes increasingly difficult. Once all four fashion capitals have been completed, players become a new model and the next level begins.

Shopbop, meanwhile, is aiming to parody its own website's relaunch, by literally launching a cast of fashion personalities from a catapult.

The cast, or fashion avatars, include designers Rachel Zoe, Thakoon, Rachel Roy, and Chris Benz, with cameos from a 'fashion insiders,' like blogger Leandra Medine of Man Repeller.

Hurling the fashion avatars towards
Shopbop targets, players can unlock further levels of achievement with
each shopping bag hit.

Fashion hazards: Conde Nast, the publisher of Vogue, Vanity Fair and Glamour, launched its first video game called Fashion Hazard, which lets players step into the shoes of wannabe models

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Fashion hazards: Conde Nast, the publisher of Vogue, Vanity Fair and Glamour, launched its first video game called Fashion Hazard, which lets players step into the shoes of wannabe models

As well as the computer game however, Shopbop has also released a short video featuring the real-life personalities of their famous avatars. Chris Benz is seen flying out of a catapult, right over Rachel Zoe's Hollywood home, into the bedroom window of Ms Medine to deliver her just-purchased Shopbop goods.

While the Conde Nast video game is available as an iPhone app, Shopbop's will be available to play through their website.

Let the games begin.