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Published on (2012-06-25)



Social GameTakes Players into the Exciting, Fast-Paced World of High Fashion


MILTON KEYNES, UK – X June 2012  505 Games, a global publisher of video games,Funcom, a world-leading independent developer and publisher of online games, and IMG Worldwide (IMG), the global sports, fashion and media company, havelaunched Fashion Week Live,  a Facebook game thattransports players into the first interactive social network experience to authentically represent the fashion industry.  Fashion Week Live challenges players to forge a career for themselves within thefashion world where they can rise in the ranksand interact with top designers, models and make-up artists. Fashion Week Live is available to play on Facebook now by visiting

Kicking off Fashion Week Live’s launch is an exclusive partnership withglobal fashion brand, DKNY.  As users advance in the game, a DKNY boutique becomes available to them, with access to virtual authentic designs available for purchase as virtual goods.  Players are also able to unlock unique DKNY job opportunities and events as they progress further within their fashion career.

“DKNY is the ideal debut partner for Fashion Week Liveand we are confident the global appeal of the brand, in combination with its digital prowess, will be a perfect fit with the game’s players who are sure to identify with thebrand’s designs and lifestyle,” said Tim Woodley, Head of Global Brand, 505 Games.

"For DKNY, social gaming is a new way for us to engage with fans old and new.  Through Fashion Week Live, we look forward to sharing the fashion industry experience in a highly interactive, digitally advanced forum”, says Patti Cohen, EVP Global Marketing & Communications for Donna Karan International.

“Our ambition is to create a game that brings consumers the most authentic and immersive experience of the fashion industry and we are proud to partner with such a prestigious brand as DKNY”, said Frank Sagnier, Managing Director, Funcom.

Fashion Week Live users can collaborate across many facets of the fashion industry – from model styling tolocation based photography, show production and more.  Within the Fashion Week Live community users can explore and activate their own individual talents, collaborate and network with each other to create and build various dimensions of the fashion industry and rise to fame with each challenge.

The IP, game concept and parties were brought together by IMG Licensing in collaboration with IMG Fashion who isresponsible for the industry's most celebrated portfolio of Fashion Week shows and designer fashion events from New York, to Miami and from Moscow to Mumbai.  Fashion Week Live is being co-developed by global video game publisher 505 Games andonline game developer and publisher Funcom.

“Fashion Week Live has been developed through a unique collaboration between individuals and companies working in the heart of both the fashion and games industries. Fashion Week Live immerses players in a visually rich and contextually deep environment loaded with gaming challenges and interspersed with the simple pleasures of shopping, styling and aesthetic self expression,” said Matthew Primack, Managing Director of Fashion Week Live and Vice President of IMG Licensing.

For more information, please visit the Fashion Week Livewebsite,



About 505 Games

505 Games is a global video game publisher focused on offering a broad selection of titles for players of all ages and levels.  The company publishes games on all leading console and handheld platforms as well as for mobile devices and social networks.  Product highlights include Zumba® Fitness, the Cooking Mama Worldseries, Rugby World Cup 2011, Naughty Bear and IL2 Sturmovik: Birds of Prey.

505 Games is headquartered in Milton Keynes, UK with offices in Los Angeles, Lyon, Munich, Milan and Madrid and a network of distribution partners within the Nordic territories and Australia.  For more information on 505 Games and its products please visit

About Funcom

Funcom is a world-leading independent developer and publisher of online games for PC and consoles. Funcom has provided outstanding entertainment since 1993 and continues to expand its track record of more than twenty released games. Recent titles include Age of Conan: Hyborian Adventures, The Longest Journey, Anarchy Online and Dreamfall: The Longest Journey, and the upcoming The Secret World. For more information, visit

About IMG

IMG Worldwide is a global sports, entertainment and media business, with nearly 3,000 employees operating in 30 countries around the globe. IMG’s areas of expertise are diverse and wide ranging:  IMG College; IMG’s Joint Ventures in China, Brazil and India; IMG Media; IMG Events and Federations; IMG Fashion; IMG Models; IMG Art+Commerce; IMG Clients; IMG Academies; IMG Consulting and IMG Licensing.  More information is available at

About DKNY

Donna Karan International is one of the world’s leading fashion design houses.  It designs, markets and distributes collections of apparel, sportswear, accessories and shoes under the Donna Karan and DKNY brand names.  The Company has selectively granted licenses for the manufacture and distribution of beauty and beauty related products, jeanswear, activewear, men’s sportswear and furnishings, men’s tailored clothing, hosiery, intimate apparel, coats, children’s apparel, watches, eyewear and home. Since November 2001, Donna Karan International has been part of LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods group.


For Media Inquiries Please Contact:

Sara Ashraf

Fearnhurst PR

Tel: 0207 258 2670

The game concept was co-created by Noel Gordon.

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