THOMAS SABO joins with POCKET STYLER to offer simultaneous virtual and in-store collections

International jewellery brand THOMAS SABO has joined forces with leading digital fashion game Pocket Styler to offer the first jewellery and accessories collection simultaneously available both in physical stores and in the virtual world.

Going live on March 18, the exciting new collection contains over 50 items including jewellery, sunglasses and watches, allowing fashion fans to shop the look in real life and dress their online avatar in the very latest looks too.

Shoppers will be able to buy the physical collection on the THOMAS SABO website and in selected boutiques, while the digital fashion collection will be hosted by global fashion gaming platform Pocket Styler.

Virtual fashion collaborations have become the decade’s hottest fashion phenomenon, with retail analysts suggesting the global e-clothing market will be worth $50 billion by 2030.

Global figures show 39 per cent of all people worldwide now play online games, with almost two-thirds of gamers buying e-clothing for their avatars. Seven in ten buyers of virtual fashion claim their avatar influences their real-life style, with a quarter owning over 50 pieces of virtual clothing and accessories.

THOMAS SABO has chosen to partner with Pocket Styler due to its worldwide digital fashion presence.  Billed as the ‘globe’s online catwalk’, Pocket Styler has had 22 million downloads globally since its launch in 2021 and sees a staggering 20,000 hours of game time daily.  The game currently boasts 310+ trillion possible combinations of outfits and is the partner of choice for discerning fashion brands entering the digital sphere.

Previous collaborations include a partnerships with highly-regarded resortwear designer David Koma for his SS23 collection and a tie-up with premium German label Marc Cain to celebrate its 50th Anniversary in September 2023 – with a number of other big-name designers currently in talks to appear in the Pocket Style platform.

With the mobile gaming industry to bypass TV by 2025, mobile games have also become a major visual entertainment category and Pocket Styler offers real-life brands a trusted access-point to the gaming industry. Partnering with Pocket Styler can secure traditional fashion brands heightened global brand awareness, increased sales and a innovative way to reach and engage with new audiences.

Victoria Trofimova, CEO of Nordcurrent which produces Pocket Styler, said: “The lines between digital and physical fashion are blurring. Pocket Styler’s mission is to provide a platform for its players to experience fashion, develop a sense of style, learn to make decisions, and make new friends. Introducing real fashion brands in Pocket Styler is a natural progression as the game evolves, and millions of players enthusiastically support it. Today we are proud and happy to host the marvellous Thomas Sabo on our fashion platform.”

Aurore Melot, THOMAS SABO creative director: “THOMAS SABO collections invite you to dream. Explore our jewellery in a playful and digital way through Pocket Styler, discover the symbolic nature of our designs, and the endless possibilities of personal styling.”

Among the items on sale in-store and virtually are the ‘Cosmic Amulet collection’ featuring, round pendants with filigree cut-outs to imitate orbital paths and planetary rings, the ‘Heritage Glam collection’ with chokers, bracelets, necklaces, earrings and cocktail rings adorned with lavish, hand-cut stones in octagonal, teardrop and round cuts, plus the Eyewear collection showcasing metal hues of silver and gold, with acetate colours from Havana.

The exciting new partnership will add an extra layer to the Pocket Styler experience. The advanced platform already allows players to create millions of new outfits daily and to rate and vote on other contestant’s fashion looks.

Bridging the gap between virtual style and real-life expression, players take on style challenges and compete with others at ten venues in New York including iconic locations Central Park, The Met and Times Square. Players begin the game with a  personalised avatar and can add apparel, accessories, footwear and make-up, as well as premium pre-sets and consumables like perfumes and facial glitter. Winners of the style challenges earn an array of rewards and bonuses to spend in-game.

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