It is an unprecedented and explosive partnership.
PlayerUnknown's Battlegrounds (PUBG Mobile), the first royal battle video game on mobile, will work with the French style Julien Fournié, from the eponymous haute couture house.
The announcement was made on Wednesday during Paris Fashion Week Haute Couture.
"It is in development and it should emerge soon, perhaps for Thanksgiving", advises Julien Fournié, near the Parisian.
“Instagram is boring. New social networks, like Tiktok, are not the place of a great couturier… The press is dead, women's magazines do not correspond to what I aspire to, I wondered what the future was, I was told:
It's the video game
, remembers Julien Fournié. It is a huge support for gaining a new audience. " It was two years ago. Through a Chinese company based in Paris, the great fashion designer is then put in touch with the studio piloting PUBG Mobile.
How will the partnership translate in practice?
Julien Fournié keeps the mystery.
“It's over the long term,” he says.
And to drop some clues: the outfits and accessories (“skins” in the game) imagined by the creator - on which the studios are working hard to translate them into pixels - could be found in the game store and so be worn by the different avatars.
Whole universes could also translate the work of Julien Fournié, himself a video game player for three years, even if he admits "having the impression of being a nuisance".
A fan of new technologies
The foray into digital technology is not a first for Julien Fournié. The stylist is one of the few to draw on a tablet. He had also received a visit, in his Parisian workshops, from the boss of Apple, Tim Cook, before being invited to the United States to test the new iPad Pro in preview. He also works with Dassault Systèmes through the group's Fashion Lab for the design of 3D development tools for creation. A world to which the couturier paid tribute on Tuesday by presenting a collection inspired by video games in a film published on social networks.
PUBG Mobile, available on Android and iPhone, is a real phenomenon in the world of video games. The goal is simple: 100 players, all connected online, are parachuted onto an island and must fight to the last. The player can use weapons and other items that he must find on the island as soon as he lands there.
