Luxury brands are increasingly turning to the gaming world to expand their reach and attract younger audiences. Balenciaga, the haute couture brand under the Kering Group, has recently collaborated with Fortnite, one of the most popular multiplayer online games with millions of players.
As part of this collaboration, Balenciaga has created four exclusive digital outfits, known as “skins,” for Fortnite. These outfits, named “Ramirez Unleashed,” “Hooded Cabot,” “Stylish Banshee,” and “Ludoknight,” are accompanied by unique accessories, showcasing the fashion house’s signature textures.
The partnership between Balenciaga and Fortnite is not the first of its kind. The two entities previously collaborated on the video game “Afterworld: The Age of Tomorrow” to promote Balenciaga’s Fall/Winter 2021 collection. This ongoing collaboration demonstrates the fashion house’s commitment to innovation and pushing boundaries.
In addition to the digital outfits, Balenciaga and Epic Games, the publisher of Fortnite, are also focusing on community engagement. Players have the opportunity to participate in quests related to the “Hooded Cabot” outfit, such as striking poses in front of graffiti and searching for the Triple S sneakers, a popular Balenciaga model, to win virtual aerosols. A Balenciaga store has also been created within the game, offering fitting rooms and a contest for books made from in-game screenshots.
To further merge the digital and real-life worlds, Balenciaga has launched a dedicated capsule collection in collaboration with Fortnite. This collection includes hoodies, t-shirts, denim jackets, and caps, which can be purchased both online and in select physical stores. Purchasing these items in real life also unlocks corresponding outfits within the game.
To promote the launch of the collection, Balenciaga has created three-dimensional billboards in partnership with Publicis Luxe, Content Factory by Prodigious, and Studio AC3. These billboards can be found in major cities such as London, New York, Tokyo, and Seoul, further blurring the lines between the physical and virtual realms.
By venturing into the gaming ecosystem, luxury brands like Balenciaga are effectively targeting younger generations and expanding their visibility among a wider audience. The collaboration with Fortnite highlights the brand’s commitment to creativity, innovation, and embracing new platforms to engage consumers.
Useful links:
– Balenciaga Official Website
– Fortnite Official Website
