Global brands are actively taking a course to advance through the gaming industry. In early 2021, Gucci released virtual sneakers that you can wear in augmented reality and photos for social media. Then in 2019, Louis Vuitton released a video game called Endless Runner at its Autumn Winter 2019 event. Now, it is Balenciaga’s turn to collaborate with a video game.
A virtual Balenciaga store where you can spend time with other fashionable friends, change your look, and find Balenciaga Fit costumes.
Again the firm works with Epic Games to launch a digital and physical Fortnite video game in which players can buy Balenciaga looks that change according to the dynamics.
In the video game, players can enter virtual stores, including a Balenciaga boutique. The players can buy outfits (or skins) inspired by Balenciaga’s FW21, SS21, and SS20 collections.
Likewise, these digital looks were launched as a physical capsule collection that includes t-shirts, sweatshirts, caps, and more with logos.
Balenciaga shakes hands with Fortnite in the field of Metaverse
Fashion brand Balenciaga and the gaming giant with 400 million Fortnite registered accounts; have teamed up to bring the real and virtual worlds closer together. Fortnite and Balenciaga team up together for a dual high Digital fashion collection. One is destined for the virtual world of the Epic Games video game, and the other for real-world stores.
Digital fashion has arrived on Fortnite:
Epic has kicked off a significant collaboration with the Balenciaga brand that brings to the battle royale brand new sets, designer backpacks, and accessories inspired by the authentic historical looks of the famous Parisian fashion house.
A new collaboration has arrived to upset the aesthetics of Fortnite. The successful video game from Epic Games has reached an agreement with Balenciaga.
Balenciaga will be the first luxury fashion house to enter the video game. Your character will then be able to wear the clothes of the French brand, which in turn will put some Fortnite-branded items on sale in its limited-edition stores. Fortnite’s in-game skins will design by Balenciaga. Players can unlock to equip them for their character or pay a fee to own.
Starting with Fortnite, the Epic Games battle royale has collaborated with almost every existing brand that has an interest in the demographic groups that populate the Fortnite lobbies. Marvel, NBA, and so on, so forth.
On the fashion side, however, Balenciaga arrived late compared to other competitors. One year ago, Gucci gave life to a watch by Fnatic, the famous export team, and this year it doubled with a 100 Thieves-themed backpack.
But what does the Fortnite x Balenciaga collaboration offer?
The in-game clothing will include costumes for four popular Fortnite characters: Doggo, Ramirez, Knight, and Banshee – inspired by the recently launched Balenciaga collections. In addition, the character Doggo in the combo, including a hoodie with the Balenciaga logo, jeans, and the brand’s signature Sunglasses.
It will be the main character in 3D video billboards around the world. Unlike the original version, some digital versions can change color when the character fights. Fortnite players will be able to unlock some Balenciaga products by doing in-game quests. Other gear sold in V-Bucks, Fortnite’s in-game currency. The most expensive items cost 1,500 V-Bucks or 12 USD.
Not stopping there, the cooperation event between Balenciaga and Fortnite also transformed from the virtual world to real life. The in-game outfits designed by Balenciaga, such as t-shirts, hoodies, hats, dresses, and denim jackets… will also be available in real-life versions and sold at the brand’s website and storefront. Both brands are marketing strategies through 3D billboards located in major cities, for example, Tokyo, Seoul, New York, London.
It is not the first time Balenciaga and Epic Games have teamed up. Last year, Balenciaga created a game called ‘Afterworld: The Age of Tomorrow’ to showcase its Fall/Winter 2021 collection. The brand has also used Epic’s 3D creation platform, the Unreal Engine, to attack the already promising gaming industry. According to Accenture’s estimates, the world currently has 2.7 million gamers. Among them are those who are willing to spend money to buy in-game items.
In total, there are 14 digital contents – including skins, free stickers, and much more – that will soon become available for purchase in the Fortnite game store. Four skins:
- VIP Pug Costume
- Banshee fashion costume
- Crested Cavalier Costume
- Ramirez costume unleashed
Four decorative backs:
- Decorative back Camouflage backpack
- Daily Backpackchic
- Decorative back of the Ski bag
- Decorative back Branded backpack
Four between pickaxe, hang glider, cover, and Balenciaga Fit emote:
- Unmistakable Look Coverage
- Piccone Sneaker Shock
- Emote The Look
- Hang gliding Handbag-Plano
Demna Gvasalia – Creative Director of Balenciaga shared: “From there, we will continue to be inspired by the creativity of the Unreal Engine and the Fortnite community. It takes us further than the partnership and launches Balenciaga-branded physical fashion lines for Fortnite.”
As a familiar formula, this relationship benefits both: Balenciaga can access a new, young and dynamic customer base through the potential “gateway” of e-sports, namely: Fortnite; and Fortnite will officially “level up” status when it has stepped into the realm of high fashion. And this is what we saw between Louis Vuitton and League of Legends back in 2019.
Emily Levy, Senior Manager of Partnerships at Epic Games, said that the appearance was inspired by several Balenciaga collections. Like the characters Ramirez and Knight, who were inspired by the Fall 2021 collection. Doggo, who took inspiration from the Spring 2021 collection. And Banshee with inspiration from the Spring 2020 collection. In this collaboration, the artists at Epic Games used new techniques in the Unreal Engine to accurately render the look and the iconic feel of Balenciaga.