For the uninitiated, The Sims 4 is a life simulation game developed by Electronic Arts (EA), whose other hits include fan favourites Fifa and Battlefield, and the game has garnered a huge audience of loyal players over the years, many of whom have been playing since its initial release as The Sims in 2000.

However, today’s fan base is primarily made up of teenagers and young adults. In fact, The Sims franchise is such a significant player in the video game industry, YouTubers who create Sims content on their platforms have been able to amass millions of followers and views of their own.

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So why did Gucci think a Sims partnership was the way forward? The collaboration is part of Gucci’s new initiative, Gucci Equilibrium, which the brand says is its “commitment to generate positive change for people and our planet”. Not only is sustainability a big part of the initiative, but the amplification of Gen Z voices too.

In The Sims 4, basic content is available to anyone who purchases the game, and then periodically, The Sims team releases new content packs for purchase that expands players’ gaming experiences, incorporates new clothing, and lets them build things.

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Last year, Moschino worked with the EA team directly on The Sims 4 to create a for-purchase game pack, allowing people to become a freelance fashion photographer and featuring clothing styles inspired by classic Moschino collections. After the packs’ release, Moschino even sold a limited edition “Moschino X The Sims” collection with real items for purchase, including a phone case, earrings and bathing suit.

Hats and tree houses

However, what’s different about Gucci’s collab is the brand’s decision to work directly with two “modder” content creators instead: Grimcookies and HeyHarrie. Why? Modders are a central part of The Sims 4 community and keep the game creative and fun; the fact that Gucci wanted to convey similar brand values to its young audience may explain such a choice.

Grimcookies developed two hats and two pairs of trainers for the game – direct replicas of the original Gucci Off the Grid items. He also created 11 “build mode” items, including purses and handbags that Sims can place in their rooms. However the key feature of the Off The Grid collection is that it’s sustainable, something that inspired the other creator Gucci teamed up with – HeyHarrie – to build a treehouse for Sims to show off their new accessories. Now, both the treehouse and the fashion items can be downloaded by anybody who plays the game.

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A new trend?

Amid a still-raging pandemic, people are spending more and more time playing video games – there could hardly be a better time (or more perfect platform) for a luxury retailer to make its mark.

As video gaming redefines norms – including the fact that e-sports and professional video gaming leagues have the ability to garner bigger audiences than some traditional sports – luxury retailers are starting to see the size of the opportunity … and, luckily for us, have fun with it.

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