Israeli Gamer Spends Thousands on Digital Fashion for Avatars in Popular Video Games
Meital Atiya, known online as Rainbow Queen, is a 33-year-old Israeli gamer and founder of a gaming and education startup who spends tens of thousands of shekels on digital clothing, shoes, and accessories for her video game avatars. Unlike traditional shopping for physical items, Meital invests in "skins", digital outfits and designs that personalize her characters in games like Call of Duty and Fortnite. She explains that these purchases are a form of self-expression and identity, stating, "When I buy clothes for my avatar, it feels like I bought something new for myself." Meital sometimes spends up to 1,000 shekels a month on these virtual items, which she buys using in-game currencies such as V-Bucks or Robux.
This trend reflects a broader shift in youth culture where digital fashion is becoming as significant as physical fashion. Major luxury brands like Gucci, Louis Vuitton, Ralph Lauren, Balenciaga, Vans, and Nike have entered gaming platforms, offering branded digital items that players can buy and showcase. For example, Gucci Town on Roblox allows users to purchase exclusive Gucci digital accessories, while Ralph Lauren collaborated with Fortnite on simultaneous digital and physical collections. According to a 2023 Roblox report, 84% of Gen Z respondents in the US and UK consider digital fashion important, and 56% care more about their avatar's appearance than their real-life look. Nearly 1.6 billion digital fashion items were purchased on Roblox in the first nine months of 2023.
Meital's experience illustrates the merging of physical and digital fashion worlds. She recounts buying Nike Dunk sneakers in real life and then purchasing their digital counterparts in Fortnite for about $9. Limited-edition digital items also carry collectible value, increasing their desirability and status among players. However, her friends are mostly unaware of her digital shopping habits, as the gaming world remains somewhat separate from their daily lives.
Another Israeli gamer, Or Amit, spends more modestly on digital fashion, focusing on games like Infinity Nikki that emphasize styling and community interaction. She spends up to $30 monthly on digital outfits, viewing it as fun and social rather than a luxury.
Dr. Vered Penueli, head of digital game design at Shenkar College, studies the cultural and social meanings behind digital clothing. Her research shows that digital fashion expresses identity, values, and social norms, much like physical clothing. For instance, digital fur garments can still provoke ethical considerations among players despite causing no real animal harm. Dr. Penueli emphasizes that digital fashion is not merely aesthetic but a significant cultural phenomenon within gaming communities.
Prices for digital fashion vary: Nike and Jordan sneakers in Fortnite cost about 8 to 10 dollars; Balenciaga items reach around 12 dollars; Gucci's limited-edition "Dionysus" bag on Roblox originally sold for about 6 dollars but later resold for over 4,000 dollars due to rarity. Ralph Lauren's Fortnite collaboration included digital items priced between 13 and 15 dollars alongside physical apparel costing up to nearly 190 dollars. This growing market highlights how digital fashion is reshaping consumer behavior and brand strategies in the gaming era.
