Fall collection launch on video game; Spain’s Balenciaga sets new precedence

By Rahul Vaimal, Associate Editor
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From music videos to full-on video games the fashion brands have tried various methods to launch their clothing collections in the most innovative and entertaining way.

The Spanish luxurious fashion brand Balenciaga will unveil its fall collection for 2021 designed by Demna Gvasalia through a video game on December 6th. Afterworld: The Age of Tomorrow, the video game debuted is a mystical adventurous experience set in the year 2031.

The game features environments and characters using cutting-edge photogrammetry and the most advanced technology, in which the hero navigates throughout distinct zones, motivated by tasks and interactions. 

However the game descriptions do not throw light into most of the details, it can be learned that it could apply to every video game from Super Mario through to Wolfenstein but obviously, the main focus of the company is to unveil the fall collection for 2021.

In this year of crisis, like all other industries, the fashion world also has to find alternatives to in-person launches while keeping the excitement of its audience up. By this time itself, different approaches have been experimented with by the industry like small-scale runway shows with a limited number of attendees and live-streaming the events online.

Balenciaga has already gone with an online streaming strategy to exhibit their summer pre-collection that consisted of a slickly produced video set in Paris streets with the song I Wear My Sunglasses at Night.

The upcoming 2021 fall collection of the fashion house is based on the theme of human destiny, as seen by an interactive, gamified journey. It depicts the slow return to a healthier balance of nature and industry. And in the game, it can be achieved by completing a real-life breathing exercise set in a virtual utopia. 

Fashion and video games

It is not the time in history a video game offering a provision for the launch of other services or products. In 2017 Porsche debuted the 2018 Porsche 911 GT2 RS onstage at Microsoft’s E3 conference when it announced the car would be on the cover of Forza Motorsport 7 a racing game and Guns n’ Roses song ‘Shackler’s Revenge’ got premiered in Rock Band 2.

And when it comes to fashion and video games, the partnering has led to many extravagant collections. League of Legends developer Riot Games last year announced that the luxury brand Louis Vuitton will be designing their new in-game and real-world themed items.

Other high-end associations include Travis Scott’s limited edition PlayStation sneakers and action game Death Stranding inspired jacket made by fashion brand Acronym and sold for $1,785.