Balenciaga Jumps into the Metaverse

Balenciaga, Fall 2021 Collection

In the last few months, the term “metaverse” has entered the public conversation, but what exactly is the metaverse?  Is it a video game, or as some have called it the natural progression of the internet? The metaverse is as difficult to define as describing the internet when it was first being developed, but it does include three important aspects: virtual worlds, augmented reality, and digital economy.  First, the metaverse includes persistent virtual worlds that exist even when no one is playing.  Second, it uses augmented reality that combines virtual and physical worlds.  Lastly, it leverages a digital marketplace to create and sell digital products.  Balenciaga recognized this exciting opportunity and has charged ahead to become fashion industry leader in implementation of the metaverse in its product offerings.   

Balenciaga's Afterworld The Age of Tomorrow video game cover art.

In Sept. 2021, Balenciaga really captured the world’s attention with its collection in partnership with Fortnite, the most famous video game in the world created by Epic Games. This special collection made physical garments available on the Balenciaga website and the same garments available to use by characters in the game.  The presentation by Balenciaga, showcased four Fortnite characters wearing items from limited-edition streetwear staples such as hoodies, denim jacket, t-shirts, futuristic sunglasses, and cap featuring with the brand’s logos. Also, they created accessories, weaponry, and shoes that players can purchase in the video game for their avatars. The Balenciaga garments were created using a 3D scan of Balenciaga designs and Fortnite modified the garments for the game.

Four Fortnite characters dressed the iconic skins from Balenciaga available for purchase with Fortnite.

This foray into digital fashion has convinced Balenciaga of the importance of the metaverse in the future business of fashion.  In Dec. 2021, CEO of Balenciaga, Cedric Charbit, announced that a new department is being created to focus on digital fashion for the metaverse. The new department will focus on the economic opportunities and challenges provided by the world of virtual fashion. Charbit said, “we can get to the next level (of digital interaction) via the metaverse, and we are taking gigantic steps every day.”