Balenciaga To Reveal Collection In A Video Game
Luxury fashion brand Balenciaga to reveal new collection in a video game, named 'Afterworld; The Age Of Tomorrow', releasing on the 6th of December 2020.
Luxury fashion brand Balenciaga to reveal new collection in a video game, named ‘Afterworld; The Age Of Tomorrow’, releasing on the 6th of December, 2020.
After a successful launch, in October of their 21 summer pre-collection with a video song “I wear my sunglasses at night”, Balenciaga is now all set to make its debut on a new medium; video games!
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Set in the year 2031, Afterworld: The Age of Tomorrow is an “allegorical adventure” in which a protagonist’s style/clothing advances throughout different zones, motivated by challenges and engagements.
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The idea to experiment with “pixels” was proposed by Creative Directive Demma Gvasalia, who seeks innovative ways to display collections outside of conventional catwalk presentations.
Over the past few years, video games have been used as the latest medium for numerous advertisements and promotional campaigns. In 2017, Porsche launched the 2018 Porsche 911 GT2 RS at Microsoft’s E3 conference, where the company announced that the latest model would be on the cover of Forza Motorsport 7. Guns n’ Roses launched its song “Shackler’s Revenge” in Rock Band 2. Weezer also jumped on the bandwagon when it launched some of the songs from Black Album in Fortnite and now while jumping on the bandwagon, Balenciaga is to reveal its new collection in a video game.
While different fashion brands have been planning to cut down global fashion events, Balenciaga came with this idea, Burberry unveiled its latest collection in September via Twitch, and Gucci enlisted singer Harry Styles to help showcase its latest collection line in a seven-episode mini-series. In April, clothing brand 100 Thieves made its entire streetwear collection available in the Nintendo Switch game Animal Crossing: New Horizons.
The brand said players would navigate through a virtual realm, completing tasks and meeting characters clad in the label’s new designs, the game will be available on play on web-browsers.
Michael Branney, managing director at clothing retailer Oh Polly, warned that brands should be prepared to maintain this new level of innovation. “Once the Covid-19 pandemic is over, customers are still going to expect the same level of interaction from the brands they have spent their 2020 with,” he told the BBC.
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