Balenciaga Is Joining the Metaverse
Launching a new business unit dedicated to the digital space.
Balenciaga is expanding its business by joining the metaverse. Speaking at Business of Fashion‘s VOICES event, chief executive Cédric Charbit announced that the brand is set to launch a new business unit dedicated to the virtual space.
The news doesn’t come as a huge surprise given Balenciaga’s ongoing focus on all things digital and virtual. The fashion house created its own video game for its Fall 2021 collection, showcased an entire runway with 44 clones of one model, and most recently joined forces with Fortnite on in-game items.
“The use-ability [of digital fashion] is the point that’s missing, but that’s making gigantic steps every day. Right now the climax of interaction with a luxury brand is that you click like, or comment or buy something. I think we can get to a next level,” Charbit said, emphasizing that the metaverse and virtual reality will change the way consumers shop.
Balenciaga’s groundbreaking move comes just after Kering‘s other major label Gucci took to Roblox to present the new Fashion Award for Metaverse Design award at the 2021 Fashion Awards. Stay tuned as we learn more about the luxury house’s expansion into the metaverse.
