Animal Crossing: New Horizons has become a cultural phenomenon as players use it to live out a surrogate existence during lockdown. It’s been used to build capitalist empires, to host weddings, birthdays, romantic dinners, even protests. And as it’s gone mainstream, everyone wants in on the action: be they celebrities, museums, The Financial Times, and, now, the fashion world.
Fashion brands Marc Jacobs and Valentino have both spotted a promotional opportunity, seemingly independently, and seized the Animal Crossing phenomenon with gusto. Each company has (thanks VG247) joined forces with the Animal Crossing Fashion Archive – an Instagram page created by fashion enthusiasts to showcase their own stylish outfits in-game – in order to bring their wares to the masses, albeit in tiny digital form.
We partnered with the Animal Crossing Fashion Archive Instagram to bring some of our favorite #THEMARCJACOBS pieces to #AnimalCrossing pic.twitter.com/ImmhmCDc2u
— Marc Jacobs (@marcjacobs) May 2, 2020
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Speaking to Vice last month, photographer and Animal Crossing Fashion Archive page founder Kara Chung revealed they’d recently been working with “open-minded artists to translate their real work in-game and create virtual lookbooks, showrooms and galleries”, and it now transpires some of those artists were very high profile indeed.
Photographer #KaraChung of #AnimalCrossingFashionArchive, tapped her community to collaborate on a set of 20 animated men’s and women’s Valentino outfits available for use exclusively on #AnimalCrossing #あつまれどうぶつの森 #どうぶつの森. Check our Instagram Stories! pic.twitter.com/guxp9w0qSL
— Valentino (@MaisonValentino) May 1, 2020
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The Animal Crossing Fashion Archive collaboration with Valentino has resulted in the recreation of 20 spring-summer and pre-fall looks from the fashion house’s real-life outfit line, while Marc Jacobs has released six of its pieces to wear in-game.
If you’re looking for a glamorous makeover, each collection can be accessed using the associated design codes at the Able Sisters’ tailor shop terminal.
You’ll find a full list of Marc Jacobs’ efforts on its Twitter page, and an even more sprawling selection on Valentino’s page, at which point you’ll be the talk of the town while I slink around looking part 70s porn star, part flamboyant thrift store enthusiast, part sheep.
