Indian gaming creator Payal Dhare has partnered with OWND!, the Gen Z-focused fashion brand from Aditya Birla Fashion and Retail Limited, to launch ‘Gamer Drop’, which is being positioned as India’s first fashion capsule curated by a female gamer. The collection aims to bring together gaming culture, streetwear fashion, and creator-led storytelling for a new generation of consumers.

According to a company release, ‘Gamer Drop’ has been designed as an extension of Payal’s personal style rather than a conventional creator merchandise line. The collection blends gaming-inspired aesthetics with everyday streetwear silhouettes and versatile fashion pieces, reflecting what the creators describe as “main character energy.”

The collaboration highlights the growing influence of gaming culture on youth identity, fashion, and lifestyle trends in India. Curated by Payal herself, the collection draws inspiration from her gaming journey, personal fashion preferences, and the community she has built over the years.

Payal, a member of esports and gaming organisation S8UL Esports, is among the country’s most prominent gaming creators, with over 4.67 million YouTube subscribers and more than 5.3 million Instagram followers. She gained international recognition after becoming the first Indian female gamer to win the ‘Streamer of the Year’ award at the MOBIES Awards. She was also the only female gamer invited to participate in a roundtable discussion on gaming with Narendra Modi.

Speaking about the collaboration, Marco Agnolin, Chief Executive Officer of OWND!, said gaming has evolved into a significant cultural force that influences how young consumers express themselves and engage with fashion. He noted that Payal’s authenticity, confidence, and strong connection with the gaming community made her an ideal partner for the brand’s gaming-inspired collection.

The ‘Gamer Drop’ collection includes both menswear and womenswear pieces inspired by gaming culture while remaining suitable for everyday wear. Campaign visuals feature a vibrant, energetic aesthetic that reflects the personality of modern gaming communities and the growing overlap between gaming and mainstream culture.

Sharing her thoughts on the launch, Payal said gaming has become a form of self-expression for millions of young people across the country. She added that the collection was designed to reflect both her personality and the energy of her community, combining style, comfort, and individuality.

The launch comes at a time when India’s creator economy continues to expand rapidly. According to industry estimates cited by the company, India is home to between 2 and 2.5 million content creators, with creator-led content influencing consumer behaviour across metro and non-metro markets alike. Brands are increasingly collaborating with digital creators to connect with younger audiences and build stronger cultural relevance.

With ‘Gamer Drop’, OWND! is seeking to move beyond traditional brand collaborations and create fashion offerings that are deeply rooted in internet culture, gaming communities, and youth identity.

The collection is available through OWND!’s official website and at the brand’s retail stores across India.

Campaign Video: Watch the Gamer Drop campaign