Xsolla, a global game commerce company, has partnered with Altava Group, a digital fashion and virtual entertainment company, to bring fashion IP to games.
Altava Group emerged from the LVMH La Maison des Startups program.
This collaboration with Xsolla will connect game developers and publishers with Altava’s extensive catalog of high-quality branded digital fashion assets and unlock scalable, creative ways to integrate luxury fashion IP into the gaming experience.
According to Morgan Stanley, demand for digital fashion is projected to reach $50 billion by 2030, driven by increased personalization, immersive digital environments, and avatar-based commerce.
Together, Xsolla and Altava will enable developers to deliver curated 3D fashion experiences, avatar customization, and exclusive branded content through a dedicated online marketplace powered by Xsolla. The partnership allows developers to monetize virtual goods based on globally recognized luxury brands, supported by Altava’s proprietary 3D fashion AI tools, avatar systems, and trusted relationships across the fashion and entertainment industries.
The partnership brings together opportunities to create and monetize in-game assets featuring leading entertainment and fashion IPs. This will be followed by Altava’s digital-to-physical integration, enabling physical merchandise purchases through localized physical activations globally with Xsolla. The collaboration will incorporate Altava’s AI-powered fashion technology for customizable assets and K-wave (including K-pop, idols, and K-drama IP) entertainment elements to maximize global appeal.
Additional branded campaigns with leading global brands and collaborations are planned across multiple platforms throughout 2025.
Chris Hewish, chief strategy officer at Xsolla, said in a statement, “Altava’s innovative approach to digital fashion perfectly complements our mission to simplify game commerce while expanding what’s possible for developers and players alike. Together, we’re making it easier for games to tap into the global appetite for self-expression, identity, and premium IP by enabling immersive, scalable, and authentic luxury fashion experiences.”
Altava’s portfolio includes over 3,000 3D fashion assets optimized for use across games, virtual platforms, and diverse avatar systems. These assets represent previous project collaborations with over 20 leading luxury and fashion brands, including Balmain, Clarins, Fendi, and Renault. Developers will be able to access this content through Xsolla’s commerce tools and integrate it into their games for avatar customization, marketplace listings, and in-game events. The collaboration introduces a flexible revenue-sharing model across digital and user-generated assets.
Andy Ku, CEO of Altava Group, said in a statement, “This partnership with Xsolla accelerates our mission to bring luxury into the gaming world not as a novelty, but as a meaningful part of digital culture. By combining high-end brand IP with Xsolla’s powerful infrastructure, we’re creating real value for developers, brands, and players, unlocking new experiences, audiences, and revenue.”
Through this collaboration, Xsolla and Altava aim to expand how fashion and games converge, enabling the next generation of interactive experiences powered by premium IP, cultural relevance, IP-based digital-physical integration, and player-driven creativity.
To explore how Xsolla and Altava are bringing digital fashion into games, and discover integration opportunities, visit xsolla.pro/xsolla-altava.
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