French brand Gémo is presenting its new collection in 'Animal Crossing'

It is not easy for brands to showcase their new collections in the current period of lockdown. French ready-to-wear and accessories label Gémo has come up with the innovative step of presenting its key models for the coming season in video game "Animal Crossing," in which it has created a runway and a store that bring its universe to consumers in the most playful manner possible.

Gémo has joined forces with agency Rosbeef! to enable men, women and children to discover its new collection in an original and playful manner. Forget about lookbooks and advertising campaigns, if you want a collection to be noticed show it in a video game. As surprising as it may seem, this is the strategy embraced by Gémo, which is presenting its latest silhouettes in "Animal Crossing," a social simulation game centered around a fictional village.

The agency Rosbeef! recreated clothing from the 2020 spring-summer collection in pixel art, enabling players to dress their avatars in the new pieces for different events and occasions. And the good news is that there are clothes for all of the family. An ideal manner in which to discover the collection and to virtually integrate it in day-to-day situations.

The icing on the cake is a runway show within the video game in partnership with French women's magazine madmoiZelle. And last but not least -- cue an imaginary drum roll -- there is even a virtual Gémo store offering new clothes in exchange for free download codes. All in all, fans of the brand will have no trouble whiling away the hours until the launch of the real collection in real sales outlets.