PUBG MOBILE × Julien Fournié Haute Couture: Bringing Gaming into the World of Haute Couture
How do you bring a global gaming brand into the world of haute couture — without compromising either?
For PUBG MOBILE, the ambition was to move beyond entertainment and enter a more cultural, creative space. For Julien Fournié Haute Couture, the challenge was translating the precision and artistry of couture into a digital, interactive environment.
This was not a typical collaboration, but a question of bridging two very different worlds.
Hylink developed a cultural crossover concept, using content to connect fashion and gaming.
We built a dual experience:
▪ A cinematic fashion film to express the collection
▪ A playable in-game extension to bring it to life
The objective was to merge the physical and virtual — not as a contrast, but as a seamless narrative.
▪ Co-produced a fashion film showcasing the Spring/Summer 2022 First Love Haute Couture collection
▪ Premiered during Paris Haute Couture Fashion Week across official platforms
▪ Created two exclusive couture-inspired skins for PUBG MOBILE, enabling in-game interaction
▪ Established a credible link between gaming and haute couture
▪ Elevated PUBG MOBILE’s cultural positioning
▪ Introduced Julien Fournié to a younger, global digital audience
▪ Delivered a multi-layered experience across film and gameplay
What it means
This was more than a collaboration — it was a new way of connecting industries.
By bringing couture into an interactive space, the project showed how luxury storytelling can extend beyond the physical and into the digital world.
Summary
A collaboration designed not just to attract attention, but to redefine boundaries:
▪ From runway to game
▪ From viewing to participation
▪ From partnership to cultural statement
A clear example of what happens when fashion and gaming are brought together with purpose.
