The Italian fashion house Dolce&Gabbana enters the gaming world with the “gooDGame” project, named after the global salutation “good game” that players send to each other, pre-and post-video game matches to showcase good sportsmanship. In an effort to keep up with the times and bring the world of gamers, and fashion together, Dolce&Gabbana has developed various strategic initiatives and partnerships with prominent companies in the industry.

Dolce&Gabbana has made a constant effort to keep up with trends in the ever-changing world and was previously featured in Metaverse Fashion Week. The fashion house showcased their collections on the physical runway, as well as virtually. Therefore, their initiative to get involved in the gaming world is yet another one of their various evolutionary efforts.

The first effort in this new project is the collaboration with Mkers, formulated to create the world’s first-ever web series named Gaming House Twinning to give the world of gamers a new public perspective. This series consists of 8 episodes screening different approaches and experiences of four teams from Gaming Houses in Italy, Japan, Brazil, and the United States to highlight the training and strong dedication they give to gaming.

The partnership with the metaverse-ready digital collectables platform SKNUPS was set in place to create limited edition digital collectables set to launch exclusively on their virtual platform.

As the next effort, Dolce&Gabbana formulated a limited-edition line featuring gender-neutral apparel, including hats, T-shirts, trousers, and hoodies. The designs showcase a mix of hyper-digitalised lettering and glitch effects to represent the gaming world, and the classic Dolce&Gabbana logos to represent the fashion house, all in a selection of funky tie-dye colours. This one-of-a-kind collection promoting the “gooDGame” will be available for purchase exclusively on Dolce&Gabbana’s website here soon.

The project “gooDGame” wants to unite gamers all over the world by promoting sportsmanship and fair play. It also aims to show Dolce&Gabbana’s support and commitment to adapting to the latest trends by grasping a better understanding and exploring this new gaming culture in person, as well as on digital platforms.