Payal Dhare, part of S8UL, has collaborated with OWND! to launch ‘Gamer Drop’, a fashion capsule inspired by gaming and creator culture. The ‘Gamer Drop’ collection has been curated around Payal Dhare’s personal style, combining gaming-inspired elements with streetwear and everyday fashion. The collection reflects the growing influence of gaming creators on youth culture and fashion trends.
With a large following across YouTube and Instagram, Payal Dhare is a known name in India’s gaming community and was named ‘Streamer of the Year’ at the MOBIES Awards. Through this collaboration, OWND! aims to connect gaming culture with fashion and creator-led trends.
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Marco Agnolin, Chief Executive Officer, OWND! said, “We see gaming today as a powerful cultural force that is shaping how young consumers express themselves, communicate, and engage with fashion. As one of India’s biggest gamers, Payal Dhare represents this new generation perfectly through her authenticity, confidence, and deep connection with the gaming community. Her influence extends far beyond gaming content, making her an ideal face for our gaming collection. Through this collaboration, we aim to celebrate individuality and connect with India’s digitally native youth in a way that feels relevant, inclusive, and culture-driven.”
The curated collection features a mix of menswear and womenswear pieces inspired by gaming culture while remaining wearable for everyday street style. The campaign visuals embrace a bold, high-energy aesthetic that mirrors the personality of modern gaming communities – confident, playful, expressive, and impossible to ignore.
Payal Dhare aka Payal Gaming, Content Creator, S8UL, said, “Gaming today has become a culture and a form of self-expression for millions of young people across the country. That’s what makes this collaboration with OWND! so exciting for me.With this curation, I wanted to create something that genuinely reflects my vibe and the energy of my community. It’s stylish, comfortable, expressive – and made for people who want to own who they are.”
Content creators, especially gaming creators, are today at the forefront of shaping youth culture, influencing everything from fashion and music to language, lifestyle, and digital identity among Gen Z audiences.
According to a report by Boston Consulting Group, there are nearly 2 to 2.5 million creators, with more than 60% of consumers exposed to creator-led content and over 30% of shoppers influenced by creators in their purchase decisions. The impact extends well beyond metros, with strong engagement and influence across Tier 1, Tier 2, and Tier 3 markets, highlighting the growing power of the creator economy.
With ‘Gamer Drop’, OWND! continues to explore how creator-led fashion can move beyond collaborations and become an authentic extension of internet culture, communities, and identity.
