Balenciaga blurs fashion lines with Fortnite tie-in

Fashion label Balenciaga has shown itself ready for anything after taking its line of clothing and footwear from the real world to the virtual world of Fortnite.

The Spanish fashion house partnered with Epic Games to lead its transmedia push, which saw the retailer painstakingly digitize materials and clothing in all directions for an authentic representation of the brand’s aesthetic in the gaming world. video.

Players looking to look their best will be able to visit a Balenciaga virtual store featuring digital clothing, which can be purchased directly or unlocked through physical purchase.

Non-gamers won’t be left behind by all this activity either, with high-definition data being used to create 3D billboard experiences in London, New York, Tokyo and Seoul. A different league of pasted posters, these follow the theme of high-tech scanning using Epic’s Unreal Engine software to accurately model real-time lighting conditions to match the prevailing weather conditions at the sign site. display, further merging the real and virtual worlds.

Demna Gvasalia, artistic director of Balenciaga, said: “Our partnership with Epic did not start with Fortnite. It all started with our own first video game, Afterworld, which we built using Unreal Engine to launch our Fall 2021 collection. From there, we continued to draw inspiration from the creativity of the Unreal and Fortnite communities. . It made perfect sense to me that we would collaborate more by creating these authentic Balenciaga looks for Fortnite and a new series of Fortnite physical clothing for our stores.

The popularity of Fortnite has established it as the go-to digital destination for brands, such as ITV, O2 and Singapore-based DBS Bank, which is keen to delve into the metaverse of shared virtual experiences, with branded merchandise, environments and costumes ensuring that consumers are immersed in particular products and businesses even after going offline. of the real world.

However, this gold rush still has huge untapped potential, with a mix of physical and digital experiences that will only mesh more in the years to come, taking brands to a level entirely. new level.

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