India’s leading gaming creator and streamer Payal Dhare, part of esports and gaming content powerhouse S8UL, has collaborated with OWND!, the Gen Z-first fashion brand from Aditya Birla Fashion and Retail Limited, to launch the country’s first female gamer-curated fashion capsule – ‘Gamer Drop’. Designed at the intersection of gaming, style, and creator culture, the drop reimagines what gaming-inspired fashion can look like for a new generation of consumers.
Far from traditional creator merchandise, ‘Gamer Drop’ has been curated as an extension of Payal’s identity, blending gaming aesthetics with bold streetwear silhouettes, everyday versatility, and what the campaign calls “main character energy.” Curated by Payal herself and inspired by her personal style and community, the collection reflects the evolving face of gaming culture in India and the growing influence of creators in shaping youth identity and fashion trends.
With more than 4.67 million subscribers on YouTube and over 5.3 million followers on Instagram, Payal is among India’s most influential gaming personalities. Widely regarded as a trailblazer in Indian gaming, she became the first and only Indian female gamer to win an international gaming award after being named ‘Streamer of the Year’ at the global MOBIES Awards. She was also the only female gamer invited to participate in the historic roundtable discussion on gaming with honourable Prime Minister Narendra Modi.
Her journey and influence reflect the heart of this campaign – a larger cultural shift where gaming today is no longer confined to screens, but influences fashion, music, language, and youth identity. Through this collaboration, OWND! taps into that evolution, positioning gaming as a lifestyle and creators as cultural tastemakers shaping what’s next.
Speaking about the campaign, 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.
Commenting on the collaboration, Payal Dhare aka Payal Gaming 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 in India, influencing everything from fashion and music to language, lifestyle, and digital identity among Gen Z audiences. According to a report by Boston Consulting Group, India is home to 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 India’s creator economy.
With ‘Gamer Drop’, OWND! continues to explore how creator-led fashion can move beyond collaborations and become a more authentic extension of internet culture, communities, and identity.