Monday, September 16, 2013

Just Dance Fashion

Video games are becoming ever more present in pop culture as Ubisoft’s Just Dance 2014 became a part of New York’s Fashion Week last Thursday. Ubisoft partnered with Stephanie Igel to announce her spring line, which was apparently influenced by the game. She’s a fan.

Just Dance is one of the few games that have easily bridged the gap between gamers and non-gamers because it’s not a traditional game. In the wake of Guitar Hero and Rock Band, Just Dance focused more on current music and pop culture hits, and in its wake started fashion trends with their avatars through each version. With 2014, the game has gone bigger, bolder, and flashier. I don’t think any of us would be surprised to see a “Just Dance Fashion Line” in the next year or two. But at the same time, the market would easily consume it.

"The brand DNA of Just Dance has always been around pop culture, which is when music and fashion and celebrity come together. We want to be more than just a video game. The fashion designs inside the game are really inspirational. We want to extend that just past the game. We want our avatars to be pop culture icons." Tony Key, Ubisoft Senior VP.

It’s a brand that will continue to push forward because there will always be a market for dancing and today’s music. Igel’s Just Dance inspirational line will be out in the coming months.


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