Balenciaga designs virtual clothing for Fortnite - RetailDetail EU

Balenciaga designs virtual clothing for Fortnite – RetailDetail EU

Luxury brand Balenciaga goes virtual: popular video game Fortnite will have a Balenciaga store where players can purchase virtual outfits. The clothes will also be on sale in physical stores.

Balenciaga for $8

Balenciaga is the first luxury brand in the world to enter into a partnership with epic games, the creator of the popular video game Fortnite – which has around 400 million users worldwide and over $5 billion in sales. While the game was originally primarily an online shooter in which players competed against each other, today culture and fashion are an essential part of the experience. For example, the popular American rapper Travis Scott gave a virtual concert there during confinement, which attracted 45 million viewers.

In the game, users can also change outfits (skins) and accessories, and that’s where Balenciaga comes in. The trendy luxury brand has designed four virtual outfits, various accessories and even its own weapons for the game. Players can buy them – for the democratic price of 8 dollars – in the game’s Balenciaga universe, including a virtual store.

Welcome to the Metaverse

For Fortnite, this may be a first collaboration, but the luxury brands and the virtual world have been coming together for quite some time. Balenciaga and Louis Vuitton previously had their own video game to show off their new collections to digitally minded youngsters, Gucci has designed skins for Pokémon Go and has a real Gucci garden on the Roblox gaming platform, where a virtual purse has sold for over $4,000.

The strong growth of these virtual worlds is part of what is known as the metaverse: a world in which digital living worlds become as real as physical reality and seamlessly integrate into it. Virtual reality and AR (augmented reality) are increasingly making this possible. For example, if someone gives themselves dog ears or an angel face on TikTok or Snapchat, that too is augmented reality.

Also in real life

With Fortnite, Balenciaga goes one step further and also gives the action a physical component. Limited-edition Balenciaga x Fortnite caps, t-shirts and hoodies will be available in the brand’s boutiques and online store. Additionally, 3D billboards will appear on the streets of major cities like New York and Tokyo to advertise the collaboration.

Epic Games has already hinted that there may be more collaborations in the future. The gaming platform points out that brands can also “draw on the creativity of the Fortnite community to help them create virtual apparel or actions,” communications director Alan Cooper told Vogue Business. “Brands can ask our players to design for them.”

More recently, the supermarket chain Crossroads launched its own world on Fortnite to raise awareness of the importance of healthy eating through play. Want to learn more about the metaverse and the opportunities for brands and retailers? In 2022 you can read all about it in the book The future of shopping: reinventing retailto be published by Lannoo Campus.

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Luxury brand Balenciaga goes virtual: Popular video game Fortnite will have a Balenciaga store where players can purchase virtual outfits. The clothes will also be on sale in physical stores. Balenciaga for 8 dollars Balenciaga is the first luxury brand in the world to enter into a partnership with Epic Games, the creator of the famous video game Fortnite, which has approximately 400 million users worldwide and more than 5 billion dollars in sales. While the game was originally primarily an online shooter in which players competed, today culture and fashion…

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