A new communication medium, video games are relevant for luxury brands: we can cite Gucci and video games Roblox last summer. With the 50th couture collection and Kim Kardashian’s spectacular anonymous silhouette at the New York MET Gala, it’s no surprise that Balenciaga is announcing an exclusive video game collaboration. Indeed, the brand led by Demna Gvasalia has already presented the fall 2021 collection via the video game Afterword, The Age of Tomorrow. For the first time in its history, the famous online video game Fortnite joins Balenciaga for a digital and physical collaboration.
From September 21 to 28, famous video game players will be able to visit the Balenciaga X Fortnite virtual store to customize their favorite characters and share their looks thanks to fortographies. Items such as Triple S sneakers, Balenciaga backpacks, available in different colors. 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 hyper-realistic perspective video displayed in New York, Seoul, London and Tokyo, for one day only.
To commemorate the event, Balenciaga designed a limited edition physical garment. Fortnite and Balenciaga logos adorn the collection of T-shirts, hoodies, shirts, jackets and caps, which can be seen during Paris Fashion Week. Indeed, the Balenciaga spring-summer 2022 fashion show will take place on October 2. Will Kim Kardashian & Kanye West be there? Stay tuned.