TREND-SPOTTING AT BREAD & BUTTER
Sometimes it feels like Bits + Pixels are always on the move; over the pond to San Diego ComicCon in July, Gamescom in August and then back to Germany for Bread and Butter Festival a week later! We love all things geek culture and video games, so it’s not surprising that the ComicCons and games fests are always on our calendar, but we’re always looking for inspiration outside of this realm because the worlds of pop culture (where games have existed for a long time now), fashion and music are forever consuming each other like an ouroboros flow chart.
Bread & Butter festival is something a little bit different for us, as it focusses on trends and youth culture - be that fashion, music and even emerging ways of thinking and attitudes - which are all important to keep track of when your job is to think up relevant, innovative and trend savvy ways of interpreting and expanding video game brands. It’s important to remember that the end-user is not just a gamer, but a music fan, a fashion follower, a film goer, a sports fanatic... with people they are inspired and influenced by.
The majority of brands that took part were urban or ‘streetwear’ brands such as Adidas, Vans and G-Star. Walking around the show, we were glad to see a general move towards gender inclusiveness, with unisex collections and an openness to expressing who you are, in defiance of arbitrary social boundaries. Guest speakers such as model and activist Adwoa Aboah gave emboldening talks about body-positivity and being true to yourself, whilst the evenings were entertained by F.K.A Twigs, M.I.A and DJ sets that ran long into the night.
Music and fashion are always looking ahead, striving to be both relevant and innovative and there’s definitely something to take away from that when it comes to videogame collaborations. Knowing where the synergies are and working on something that really resonates with gamers (and by ‘gamer’ I mean anyone who enjoys playing video games) is key for us, and looking outside of the gaming sphere is essential.