Who said that playing video games was not fashionable? With the development of digital fashion during the pandemic, many designers questioned the relation between physical and digital effervescence. Fascinating to know that videos games are part of the digital sphere, gathering millions of players worldwide.
As new communication support, video games are relevant for luxury brands: we can mention Gucci and the video game Roblox last summer. With the 50th couture collection and the spectacular Kim Kardashian anonymous silhouette during the New York MET Gala, it is not surprising that Balenciaga announced an exclusive video game collaboration. Indeed, the brand directed by Demna Gvasalia already presented the fall 2021 collection via the video game Afterword, The Age of Tomorrow. For the first time in its history, the popular online video game Fortnite joins Balenciaga for digital and physical collaboration.
From September 21 to September 28, the famous video game players can visit the Balenciaga X Fortnite virtual store to custom their favourite characters and share their looks thanks to the fortographies. Pieces such as the Triple S sneakers, Balenciaga backpacks, available in different colours. Original accessories are also available, inspired by the physical collection, such as the Speed Sneaker pickaxe. The Strange Times campaign illustrates Fortnite characters such as Ramirez wearing couture and Doggo in his white hoodie, which we can watch in a hyperreal perspective video displayed in New York City, Seoul, London, and Tokyo, for one day only.
To commemorate the event, Balenciaga designed a limited edition of physical clothes. Fortnite and Balenciaga logos adorn the collection of t-shirts, hoodies, shirts, jackets, and caps, which we may spot during Paris Fashion Week. Indeed, the Balenciaga Spring-Summer 2022 show will take place on October 2. Will Kim Kardashian & Kanye West will be present? Stay tuned.