Balenciaga is virtually changing the world of fashion — by bringing fashion into the virtual world.
The luxury fashion house has recently announced plans to debut its latest collection in an original video game.
Set to launch on Dec. 6, “Afterworld: The Age of Tomorrow” will allow fashion lovers to create an avatar and browse the brand’s 2021 fall/winter collection — while visiting the world of 2031.
“A theme of Balenciaga fall 2021 is human destiny, as seen by an interactive, gamified journey,” the Paris-based fashion house said in a statement.
“The world may appear to be decaying at first, but it is far from a dystopian view, showing instead the slow return to a healthier balance of nature and industry.”
In the game, which will be playable in web browsers, Balenciaga-dressed avatars will advance “throughout distinct zones, motivated by tasks and interactions,” the company said.
“The narrative of ‘Afterworld’ is anchored to mythological pasts and projected futures with timeless archetypes and speculative imagery.”
Fashion house Balenciaga will debut its fall/winter 2021 collection in an original video game, “Afterworld: The Age of Tomorrow,” on Dec. 6 2020.
Balenciaga’s out-of-the-box way of presenting its new fashion collection is just one in a number of innovative ideas fashion houses are now embracing, during the crowd-restricting world dictated by the COVID-19 pandemic.
For its last collection, summer 2021, Balenciaga used YouTube. In September, Burberry opted for Twitch to release its latest line.
Earlier this month, Gucci’s creative director Alessandro Michele launched a seven-part mini-series directed by Gus Van Sant and featuring British pop star Harry Styles to showcase its new collection — an audacious project that received mixed reviews.
Demna Gvasalia, Balenciaga’s creative director — a Georgia-born fashion superstar known for the brand’s extravagant runway shows — told Women’s Wear Daily that he hopes to stage one for Balenciaga’s return to haute couture in July.
But he also wants to surprise every season.
“Fashion has become such a checklist. And I feel like I personally want to try to do it differently,” he said.