Welcome To The New Era Of High Fashion And Video Game Collaborations: Inside Moschino And The Sims Partnership

Starting this week, couture-minded fans among The Sims‘ 80 million-plus players can wear the exact Moschino sweatshirt as their avatar while playing the life-simulation video game, the result of a partnership between Electronic Arts and the Italian designer. But while a Sim—or virtual human—can don the luxury pullover free of charge as they run errands or stop by the office, breathing video game fashionistas will have to shell out $595 to buy the real, rather than virtual, hoodie. Moschino premiered its Sims-inspired capsule collection last weekend during a Coachella desert party, which featured a roller rink, famous DJs, and celebrity appearances, in addition to the catwalk showcasing the designer’s pixelated clothing and accessories. Collection prices range from an $85 phone case to a $1,295 backpack. (And that’s in USD, not Simoleons—Sims currency. The game’s monetary cheat codes cannot be applied in the real world either.) Read more at Fortune.