LAN Parties: A Fashionable Revival
Martine Rose’s latest collaboration with Nike appears to be a nostalgic homage to the dial-up era, featuring cozy tracksuits designed for marathon gaming sessions. This collection includes remixed pieces from Rose’s own label, fresh colorways for the Shox trainers, and reimagined football kits, perfect for those heated gaming environments. “We started looking at ’90s LAN parties, where teenagers would transport PCs to each other’s houses for all-night gaming,” Martine explains. The visuals from that period heavily influenced the collection, emphasizing comfort and relaxed silhouettes. Rose has joined the LAN party trend, and she’s not alone in this digital resurgence.
A New Kind of Runway
Earlier this year, Coperni broke away from traditional runway shows, opting instead to host a LAN party for their AW25 debut. The collection was showcased amidst the glow of multiple screens, with guests seated among 200 gamers engaged in Fortnite. Renowned models Paloma Elsesser and Alex Consani maneuvered through the arena, blending the worlds of fashion and gaming in a vibrant display. In a similar vein, Vetements collaborated with Reebok in 2020, crafting an entire collection inspired by the LAN party culture. This intersection of irony and sincerity signifies fashion’s growing fascination with the communal gaming experience.
The Allure of LAN Culture
For those unfamiliar, a LAN party, or Local Area Network gathering, was a staple of multiplayer gaming in the ’90s and early 2000s. Friends would haul bulky monitors and intertwine Ethernet cables, spending entire weekends immersed in a shared gaming landscape filled with laughter, camaraderie, and sleep deprivation. Despite the chaotic environment—humming computers, tangles of cords, and snack remnants—there’s a certain charm to these gatherings.
“I love the democracy of gaming,” Martine shares. “Anyone can join in—your skill is what counts. Age, background, or gender don’t matter; it’s all about being good at your craft. I find that deeply inclusive and inspiring. People discover themselves and connect with others there.”
The Decline of LAN Parties
By the mid-2000s, the rise of broadband internet and publisher-hosted servers rendered LAN parties largely obsolete. Why haul around heavy equipment when you could simply log in from home? The gatherings dwindled, and the world shifted towards online play, resulting in a loss of the intimate, shared experiences—those side-eye glances and the warmth of multiple CPUs overheating together.
In today’s climate of online fatigue and AI-saturated content, many are nostalgic for real-life connections. Gamers who once thrived on platforms like Discord are now rediscovering the joy of sitting side by side while gaming. Global conventions like DreamHack draw tens of thousands annually, proving there’s still a vibrant community eager for the LAN experience.
Spotlight on Gamers
In her quest to embrace gaming culture, Martine sought out the top talent for her Nike campaign. “I’ve always been interested in shining a light on the lesser-known corners of mainstream culture,” she says. This collaboration allowed her to learn and grow, leading her to enlist notable figures like esports champion Ana Dumbravă and arcade legend Billy Mitchell, famous for his record-breaking score in Donkey Kong. Working with casting director Isabel Bush, the goal was to showcase an array of gamers from diverse backgrounds and gaming styles, ultimately representing a broad spectrum of the gaming community.
Source inspired by international fashion publications. Adapted & edited for Maverick.
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