505 Games and IMG Team Up to Bring High Fashion to Video Games

LOS ANGELES (May 20, 2009) — Global videogame publisher, 505 Games, and global sports, entertainment and media company IMG, today announced a new partnership to develop multiple, multiplatform console and iPhone games based on a concept created by world-famous make up artist Pat McGrath and fashion insider Noël Gordon. For the first time on the videogame platform, game players and fashion lovers alike will be able to enter the world of high fashion at Fashion Week, with a true insider’s point of view. Games will feature world-class industry gurus, top models and the star-studded runways of Fashion Week events worldwide. The first titles will be available in 2010 in all major markets around the world.

“The time is right to bring the high fashion world of Fashion Week events to the videogame platform and we’re thrilled to be partnering with IMG to make it happen,” said Adam Kline, president of 505 Games U.S. “With today’s videogame technology and IMG’s incredible reach into all facets of the global fashion business, we’ll be providing fashion enthusiasts the opportunity to experience all aspects of the international fashion scene at Fashion Week.”

IMG is responsible 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. Along with showcasing world-class designers at invitation-only Fashion Week events, IMG champions the fashion business in many other ways — providing hundreds of hours of Fashion Week programming as well as customized fashion content for worldwide distribution over every type of medium, including the Internet, iPods, PDAs and mobile phones. With offices in New York, London, Paris and Milan, IMG’s modeling arm, IMG Models, expertly manages the careers of the world’s top models and trend-setting celebrities.

“IMG Fashion is thrilled to be working with 505 Games on an interactive fashion video game which incorporates all the elements of our industry, from the glamour of fashion weeks, and runway shows, to the models, designers, stylists, hair and make-up artists, the parties and celebrations. By combining IMG Fashion’s experience, expertise and relationships in this space with 505 Games’ abilities, I’m sure we will all soon become video game fashionistas,” said Fern Mallis, Sr. VP IMG Fashion.

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