For those who wish they could bring their digital avatars (or computer identities) to life, fashion retailer H&M is here to help.

On July 31, the Swedish company — which has two new Atlanta stores — will release an outfit designed by a "Sims 2" gamer in a virtual fashion contest.

Special (ENLARGE)

'Sims 2' is a life-simulation computer game that has sold more than 100 million copies. More than 50 percent of 'Sims 2' gamers are female.

Special (ENLARGE)

The winning outfit was by Beau Fornillos, an aspiring professional designer from the United States.

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The outfit was selected from 1,000 designs to be produced in the real world by H&M, a company known for rapidly turning out the latest trends. The black-and-white striped party dress will be sold for $14.90.

"Sims 2" is a life-simulation computer game, and it's been tremendously popular, selling more than 100 million copies. Unusual for the gaming world, 55 percent of "Sims 2" gamers are female.

Many companies have created "packs" gamers can import into the game. H&M and furniture maker IKEA, for example, computerized actual products participants can buy for game play.

This is the first time, however, that something designed and created by gamers in the virtual reality of "Sims 2" is being produced for the real world.

It's a classic example of life imitating art, said Steve Seabolt, vice president of global brand development for Sims, an Electronic Arts label.

"If you look at where the consumer is these days, I would argue the consumer is in charge more than ever," he said from his Redwood City, Calif., office.

"We thought it would be fun if players got to pretend like they were an H&M designer. H&M was pleasantly surprised with the quality and diversity of the design."

The winning outfit was by Beau Fornillos, an aspiring professional designer from the United States.