Gamers can now become their online avatars thanks to fashion label Ksenia Schnaider

Ukrainian brand Ksenia Schnaider has taken the fashion world by storm with its playful take on womenswear, including asymmetrical jeans and their signature shorts-trouser “demi-denims”. Now, it’s breaking the boundaries between the virtual and the material with a new men’s collection, Multiplayer Game.

The SS20 is being led by co-founder and art director Anton Schnaider, a graphic designer by trade, making his debut in fashion design.

The collection is inspired by how human players choose to dress their online avatars.

“The way [that a person] dresses their avatar inside a game really shows their true style. I want to take that out of the game and into reality,” says Anton.

Mixing utility vests and cowboy hats, sprinkled with neon green, red, orange and blue, Multiplayer Game builds upon Ksenia Schnaider’s conceptual and technical staples, reflecting on the millennial and Gen Z blend of digital subcultures with vintage-obsessed-hipsterism.

The collection is available online, as well as hitting stores in Japan, Korea, Italy and Ukraine in January 2020.