How Balenciaga stepped up their game by bringing high fashion to the digital world

Fashion is a basic form of self-expression which has been evolving for centuries. In today's digital age, it remains an important means by which we communicate and interact with others both in reality and digitally. As the line between our actual and virtual lives gets more blurred, people are shifting their attention toward digital personas. A good example is through Avatar-style fashion, which may soon become just as significant - if not more so than physical clothing. And without a doubt, #NFTs appear as the bridge for this massive transition of the fashion industry into the digital world.?

BALENCIAGA recognizes this and has been reshaping the brand's identity to appeal to a younger, more connected consumer that plays video games or is well-versed in digital culture. This approach allows Balenciaga's cultural reach to extend beyond the typical clientele for high-end clothing and the confines of the material world.

Balenciaga X Fortnite high fashion collaboration

In a world where the internet is both our oyster and Deliveroo for all of life's necessities, it makes sense that people are now starting to create their virtual worlds. One such example would be Fortnite which has a "Creative" mode where players can create islands and characters to interact with each other in new ways we've never seen before - like having concerts or shopping sprees at Balenciaga boutique!

This is where creative inputs like fashion can occur. Collaborations like the one between Balenciaga and Fortnite help create a unique, digital fashion experience that allows customers to interact with their clothing in a new way. This type of innovation is not only exciting for customers, but it also helps to keep traditional brands relevant in a rapidly changing world.?

What are NFTs?

Non-fungible tokens, or NFTs, are a kind of digital asset that has been closely identified with the digital art world since its emergence at the start of 2021. They use the same underlying blockchain technology as bitcoins but differ because they are unique. This makes them one-of-a-kind and, therefore, collectible. NFTs originally gained popularity in video games as limited edition cards, items, or digital assets of any kind.

While Balenciaga is flirting with digital wearables, they have not yet leaped into NFT clothing, but it seems to us as the natural next step. It makes perfect sense since the game's players are already interested in collecting. Therefore, the brand's exclusive, high-end image would likely appeal to them, especially if they can take their digital wearables to other worlds.?

Balenciaga Designed four virtual outfits and various accessories for Fortnite avatars

The Balenciaga Fit Set is one of the most popular sets in Fortnite. It includes outfits for four of the game's most popular characters—Doggie, Ramirez, Knight, and Banshee—and gives them new styles inspired by some of Balenciaga's most iconic collections. The Outfits are finished with new Balenciaga backblings, pickaxes, and other items so users can express themselves in unique ways. The set has been incredibly popular with Fortnite fans, and it's easy to see why. The Outfits are stylish and cool, and the back blings and pickaxes add an extra level of customization that is perfect for any fashion-savvy Fortnite fan.

BALENCIAGA FIT OUTFITS?

Unchained Ramirez Outfit

Shady Doggo Outfit

Fashion Banshee Outfit

Game Knight Outfit

BALENCIAGA FIT BACK BLINGS

• Logo Lugger Back Bling
• Skate Pocket Duffle Back Bling
• Everyday Sleekpack Back Bling
• Camo Carrier Back Bling

How to Merge the physical and digital world

Indeed, connecting the digital and physical worlds is a significant barrier for luxury fashion firms testing the waters in the digital space. That is why The Balenciaga Outfits included both an online and offline interaction.

Interestingly, Fortnite players could submit photos of their characters dressed in Balenciaga outfits and were featured in the game's town square. Balenciaga's Fortnite characters and outfits were also used to create real-world immersive 3D billboard experiences in London, New York, Tokyo, and Seoul. Demonstrating the commercial possibilities of blurring the barriers between physical and digital. The digital realm can establish a new creative environment that embodies the pinnacle of self-reflection, which is especially important for younger generations.

Gamers were able to purchase digital costumes inspired by real-life Balenciaga designs in a virtual replica of a Balenciaga store and the game's Item Shop. A physical Fortnite x Balenciaga collection was also available at selected Balenciaga shops and on Balenciaga.com. Fans who bought the real-life clothing were able to unlock the Balenciaga costumes on Fortnite.

While fans purchased most of the merchandise (both virtual and tangible), certain goods needed to be unlocked. Players also socialized with other fashion-forward gamers, modified their appearance using Changing Booths, and added Balenciaga Fit Outfits to their collection.?

Benefits of digital fashion for Balenciaga

Designers are always looking for new ways to express their creativity, and the rise of digital technology has opened up a new world of possibilities. Phyigtal collections provide designers with a unique opportunity to combine their physical and digital design skills.?

Not only did this provide Balenciaga with a new audience of dedicated gamers, but it also allowed them to explore an entirely new economic model. In addition, the project was significantly more profitable thanks to the low production and labor costs associated with virtual clothing.

Ultimately, the expanded cooperation between Balenciaga and Fortnite was a win-win for all parties involved. The fashion house reached a new audience and explored a new economic model, while the video game became part of the language of high fashion. More importantly, the collaboration wasn't just about expanding reach but about fostering a new way of communicating creative ideas. As the digital fashion world grows, so will the need for users to take their digital wearables across different worlds. True virtual ownership will become a critical component of the web's third evolutionary stage.

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#blockchain #Web3 #NFTs #Web3marketing #metaverse

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