Balenciaga’s Collection Reveal: What Else Can the World of Designer Fashion Expect?
With 2020 being the year of the lockdown, many designer fashion labels had to put their creative potential towards addressing their audience online instead of wow-ing them in person. From fashion weeks to collection releases – we've seen it all. Just recently we thought Mochino’s puppet show was the peak of the phenomenon – but Balenciaga decided to take over the spotlight.
So, what can stun the designer fashion world more than having a collection introduced via a puppet show? To have it revealed via a video game. On December 6th we expect a game called “Afterworld: The Age of Tomorrow” to come out, bringing to the table not just a futuristic universe but the whole new collection from Balenciaga.
“A theme of Balenciaga fall 2021 is human destiny, as seen by an interactive, gamified journey,” reported WWD. “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.”
Unlike other big brands of the designer fashion industry, Balenciaga doesn’t agree on calendar changes when it comes to seasons and global fashion weeks. The brand keeps following its path that is defined by the industry calendar and confirmed it will be showing pre-collections during traditional fashion weeks.
Some time ago we have already written about how the video games industry is slowly beginning to mend with the world of designer fashion in the mutual attempt of reaching new audiences. For example, Valentino and Marc Jacobs have created clothes for Nintendo’s Animal Crossing video game.
Other luxury fashion powerhouses like Gucci have paid more mind to apps that would allow stylizing one’s outfits using big brand names’ garments. Others, like LuisaViaRoma, turned attention to apps that focus on creating and dressing virtual avatars. However, these attempts to tie two industries together are still at pretty experimental stages.
Balenciaga’s decision to showcase the new collection through a video game is truly phenomenal and unheard of, making it difficult to imagine some other brand will be able to beat it. But hey, it wasn’t until recently we thought Mochino’s puppet show cannot be outshined...
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