S8UL creator and gaming streamer Payal Dhare has collaborated with OWND!, the Gen Z focused fashion brand from Aditya Birla Fashion and Retail, to launch ‘Gamer Drop’, a female gamer curated fashion capsule inspired by gaming culture, streetwear, and creator led style trends.
The collection has been designed around gaming aesthetics combined with everyday fashion silhouettes and is positioned as an extension of Payal’s personal style and online community. Unlike conventional creator merchandise, the capsule focuses on wearable streetwear pieces influenced by gaming culture and youth fashion trends.
According to the brand, the collection reflects the increasing influence of creators in shaping fashion, lifestyle, and digital culture among Gen Z consumers. Through the collaboration, OWND! aims to position gaming not only as entertainment but also as a growing lifestyle category connected to fashion and identity.
Payal Dhare is among India’s most followed gaming creators, with more than 4.67 million subscribers on YouTube and over 5.3 million followers on Instagram. She became the first Indian female gamer to receive an international gaming award after winning the ‘Streamer of the Year’ title at the MOBIES Awards. She was also the only female gamer invited to participate in the gaming roundtable discussion with Prime Minister Narendra Modi.
The collaboration also highlights the growing role of gaming creators within India’s creator economy. According to data cited from Boston Consulting Group, India has nearly 2 to 2.5 million creators, while creator-led content continues to influence consumer preferences and purchase decisions across metro as well as Tier 1, Tier 2, and Tier 3 markets.
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.”
He further added, “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.”
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.”
