The Alters But Make It Fashion - Gaming Meets Style on the Streets of Paris

[IBJamon]

Gaming Meets Fashion on the Streets of Paris

11 bit studios x ZA/UM Atelier: When The Alters Took the Catwalk to the City

Warsaw, Poland - July 21st, 2025 - During the world’s most fashion-forward week, a vintage Citroën truck rolled into Paris carrying something unexpected: identity, survival - and a whole lot of style.

The Alters x ZA/UM Atelier activation marked a unique collaboration between the critically acclaimed sci-fi game and the Atelier’s visionary stylists, resulting in a limited collection of carefully tailored, non-mass-produced apparel inspired by the game’s themes and aesthetics.



To match the project’s distinctive spirit, the collection debuted not on a runway, but on the boulevards of Paris - transforming iconic locations like Le Marais, République, Opéra, and the Louvre into stops on a mobile fashion tour.

The roaming gallery displayed bold, standout pieces - Jan Dolski’s corporate tracksuit accented with a vivid magenta, a colorful jacket adorned with a sheep motif, and the whimsical Dolly Baa-Baag - each rooted in the game’s identity. As tourists, fashion fans, and curious onlookers gathered around the truck, The Alters stitched itself into the fabric of Paris Fashion Week - fusing confidence with curiosity and showing that this is not just a game we play, but an identity we can wear.