197 © The Author(s) 2026 P. von Wachenfeldt et al. (eds.), Fashion Communication in the Digital Age, Springer Proceedings in Business and Economics, https://doi.org/10.1007/978-3-031-99481-4_15 Independent Games and Fashion: A New Frontier in Digital Aesthetics and Narratives Tatiana León-Alberca , Daniela Calva-Cabrera , Alejandra Valerio  Matos , and Angel Torres-Toukoumidis Abstract This study explores the innovative intersection of independent video games and fashion, a domain that remains underexplored in academic research. By analyzing 20 independent fashion-themed games from platforms like itch.io and Game Jolt, the study investigates their typologies, narrative structures, gameplay mechanics, and digital aesthetics. The findings reveal a predominant focus on enter- tainment and self-expression, with most games enabling players to explore personal styles in safe, interactive environments. These games prioritize customization and creativity over traditional progression systems, providing players with a space to experiment with visual identity without societal pressures. Keywords Independent video games · Digital fashion · Self-expression · Narrative structures · Gameplay mechanics 1 Introduction The intersection of fashion and video games has become a fertile ground for innova- tion, where digital aesthetics meet consumer engagement strategies. As gaming evolves into a dominant cultural and economic force, brands have increasingly turned to this medium to connect with younger audiences and adapt to shifting con- sumer behaviors [1]. High-profile collaborations, such as Balenciaga’s partnership T. León-Alberca Universidad Nacional de Educación, Cañar, Ecuador D. Calva-Cabrera Universidad Nacional de Loja, Loja, Ecuador A. V. Matos Instituto Tecnológico Santo Domingo, Santo Domingo, Dominican Republic A. Torres-Toukoumidis (*) Universidad Politécnica Salesiana, Cuenca, Ecuador e-mail: atorrest@ups.edu.ec