Egyptian game developer Rojeh Maher has officially announced his studio’s newest title, Coco’s Fashion, a cozy-chaotic simulation game that blends hand-drawn charm, narrative personality, and an unexpectedly deep fashion loop.

Coco’s Fashion places players in the paws of Coco, a lovable bear determined to build his own fashion brand and dominate what the studio proudly calls “Gen Z bear drip.” Rather than relying on abstract production systems, the game invites players to grow their own materials from the ground up. Cotton is planted and harvested, transformed into fabric, sewn into outfits, and finally showcased in a bustling bear-run fashion store. The result is a tactile, end-to-end creative experience that turns fashion into something you nurture, not just design.

Visually, the game represents a significant evolution for the studio. Its signature 2D hand-drawn animation style has been pushed further than ever, bringing warmth, humour, and expressiveness to every interaction. Bear customers browse racks, try on outfits, and react in real time, while players expand their store, hire a bear team, and unlock rarer, higher-tier fashion pieces that elevate their brand’s reputation.

Beyond the physical shop, Coco’s Fashion mirrors modern creator culture through an in-game phone system that acts as the heart of the fashion empire. Players manage an online store, process orders and returns, post new collections on social media, and track live hype from their growing community. The system ties together creativity, management, and storytelling, reinforcing the game’s core fantasy of running a modern fashion brand in a whimsical bear universe.

The announcement of Coco’s Fashion arrives during a pivotal moment for Maher’s studio. In 2025, the team graduated from the EXEL Gaming Accelerator in Riyadh, a program designed to support high-potential game studios in the region. Around the same time, the studio secured a $300,000 investment from Merak Capital, providing additional runway to scale production and sharpen its creative ambitions.

For Maher, the project also carries emotional weight. Five years ago, he left his previous career to fully pursue game development, marking the moment with an artwork titled “New Beginning.” Coco’s Fashion feels like a continuation of that story, representing not just a new game, but a confident creative chapter shaped by years of persistence, experimentation, and belief in hand-crafted storytelling.

Positioned as the studio’s first step into 2026, Coco’s Fashion is set to launch soon.