Int'l Luxury Fashion Brand Collaborates With Malaysia-Based Studio To Develop Video Game

This is the first time an international luxury fashion brand has collaborated with a Malaysia-based company to launch a wholly digital in-game experience.

Cover image via IGN Southeast Asia

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In a first for Malaysia, an international luxury fashion brand has collaborated with a Malaysia-based studio to launch a wholly digital in-game experience

Streamline Media Group may be well known in the Southeast Asian video game industry as the masterminds behind Bake 'n Switch, but the Malaysia-based company has also started making inroads in fashion.

It recently collaborated with luxury brand Balenciaga.

In December last year, Streamline was named as the game developer of Balenciaga's Afterworld: The Age of Tomorrow, which delivers the largest volumetric video capture and interactive immersive 3D gaming experience in fashion history.

Afterworld: The Age of Tomorrow is a prime example of how the enterprise can incorporate video games in the digital transformation of the global economy.

Streamline's production team, based in Kuala Lumpur, worked directly with the international luxury fashion brand to pull together the concept, cinematics, and streaming elements in Unreal Engine.

It is an experience that Vogue called "a quantum leap for the fashion industry".

Streamline chief executive officer and co-founder Alexander Fernandez said it was amazing to work beyond the games industry on a creative project of this magnitude

"The creative concepts had no limits or constraints," he said.

"It was a welcome challenge to bring Balenciaga's vision to reality. It helped us showcase to the world an advanced interactive experience that is now a key milestone for our industry in the enterprise space."

The KL-based studio, throughout its 20-year history, has worked on several notable projects with the world's biggest brands

Some of these brands include the Coke Zero AVTR commercial with the world's top-selling movie, Avatar, a virtual television studio for BBC Sport, and the first virtual reality TV show, Rival Peak by Genvid Technologies.

"This is only the beginning," said Fernandez.

"Digital transformation has arrived, and video game technology is the infrastructure that will bring immersive interactive experiences to every aspect of life. It will open new opportunities for product discovery, commerce, virtual coworking, education, and social interactivity. Welcome to the Metaverse."

The full article originally appeared on IGN Southeast Asia

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A couple of years back, Balenciaga was roasted for its 'copycat' design:

Meanwhile, a local marine biologist was named 2021 EE 30 Under 30 Changemaker for his marine-themed role-playing card game:

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