Even those in the fashion business who do not play Fortnite will surely play video games because of this partnership.
For the first time in history of fashion, business, and video games—award winning online game Fortnite collaborates with Spanish luxury brand, Balenciaga.
Balenciaga is most known for revolutionizing women’s fashion in the early 50’s. The partnership of this two incorporates the designs of the luxury brand in the form of skins and outfits. Other products designed by Balenciaga fashion house include backpacks, Triple S Sneakers, Speed Sneaker Pickaxe, and even an Hourglass Bag Glider. This virtual Balenciaga store designed exclusively for Fortnite is situated in an area called ‘Retail Row,’ which appears in the game’s favored mode: Battle Royale mode. Although virtual for now, the virtual store is a digital take on existing physical Balenciaga locations.
According to Balenciaga’s artistic director Demna Gvasalia, their creative partnership with Epic Games didn’t start with Fortnite. It started with their own first video game, Afterworld, which they built using Epic Games’ proprietary 3D Design technology.
As we all know, this is a partnership where both will gain something in the end. It’s not just for the sake of uplifting each other’s names in two different worlds. The expansive partnership has obvious benefits for both the luxury chamber and the video game: Balenciaga will meet a new audience of engaged players, and Fortnite will enter into the high-fashion lexicon.
Head of Brand for Epic Games said that, “It’s not about the outfits. It’s all about the ultimate self-expression”.
The collaboration isn’t just about marketing each brand to a new demographic—it’s about building a new shared language of creativity.
Aside from that, this Balenciaga involvement with this project is one of their strategic pillars in engaging business while Epic Games see this as a benefit collaboration to raise awareness of real-time 3D design development software with applications used in architecture, film, and the world of fashion.
Alan Cooper, Director and Product & Consumer Communications head, hopes that Balenciaga collaboration will stir up interest in the luxury fashion sector.
“Some of this, I think, is important just from a proof-of-concept perspective,” he said. “We want to really inspire the industry and show what we can do here”. he added.
