Outfits that are selected by Amaro during in-game interactions will be produced in real life and featured in the new collection
Spotted: Brazilian womenswear brand, Amaro, is employing the help of Animal Crossing: New Horizons users to create a new clothing line – the Amaro Cross Collection. Outfits devised by players in the game will be used as inspiration for the real-life pieces. This initiative has been developed in collaboration with agency SOKO, who saw this as a creative opportunity after watching people flock to Animal Crossing during the lockdowns.
To source the designs, Amaro has created an Animal Crossing character for its existing virtual influencer, Mara. Players need to use Mara’s unique character friend code, which can be found on Amaro’s social media, to enter her island and show off their designs to the avatar. The outfits that are selected by Amaro during these interactions will be produced in real life and featured in the collection. The players whose designs are selected will receive vouchers as a reward.
Animal Crossing has become the most discussed game on Twitter in Brazil, and thus using the platform was a no-brainer for the fashion label. Amaro is constantly proposing fashion-technological launches, as they are aware that the lines between online and offline are becoming increasingly blurred.
Amaro hopes to launch the capsule collection in August, which will consist of 15 to 18 pieces. Currently, people are able to follow the ideation of the pieces on the campaign’s Instagram page, where the design process for 13 styles are already underway.
Written By: Serafina Basciano