dress, an extension to Playstation Home, is billed as an "interactive fashion magazine" with so called 'premium avatars', distinct from those in the normal Home service.This particular collaboration was announced at Pitti Uomo, the annual menswear trade show held in Florence, with PUMA by Mihara Yasuhiro. This comes as the same time as Sony announcing Nike as another brand partner for Playstation Home.
Sony's dress lets girls go shopping virtually, mix and match their own looks in a studio, watch interviews, compete in runway competitions and more.
So what's my take on it?Overall a good move and even more evidence of the inevitable march of real world fashion into online.
We're yet to see how the dress will look and play. Originally planned for 2007, the service has been perpetually delayed, and is looking unlikely for 2008.
There is also a very legitimate question mark about how lively it could be without more user generated content functions - very hard on a console platform vs PC. Also not to mention the PS3's focus towards more male hardcore gamers rather than the females who are drawn more to Nintendo Wii.
Yet, with the PS3's beautiful graphics the dress concept does have some potential within its install base, particularly in Japan. It will be fascinating to see how it plays out.
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