Balenciaga To Unveil Upcoming Collection Through Video Game
After flooding the runway for its Fall/Winter ’20, Balenciaga is set to unveil its Fall/Winter Collection 2021 through a new video game, which is expected to launch on December 6. Instead of the same old runway, creative director Demna Gvasalia has opted to showcase the upcoming collection in an unusual manner.
The brand will present its Fall/Winter 2021 collection on Afterworld: The Age of Tomorrow, which the house describes in a release as “an innovative, record-breaking video game designed especially for this season.”
“The game and the collection imagine a near future by creating an allegorical adventure set in 2031,” explained the brand.
Take a look at the trailer below.
This decision comes after departure from the classical show format which has dominated fashion for the past century, where brands strive to develop new visual ways to showcase their creativity in the midst of the ongoing Covid pandemic. Balenciaga itself chose to skip the most recent Paris Fashion Week of Spring/Summer season.
The upcoming collection by Gvasalia is modern take that will be accessible to share from any device, by using the most advanced technology available for game hosting. “It sets a record for the largest volumetric video project ever undertaken,” the brand continued to explain. “The game’s environments and characters use cutting edge photogrammetry to create an in-depth look at the new collection and the projected future in which it is intended to be worn. A theme of Balenciaga Fall ’21 is human destiny, as seen by an interactive, gamified journey, where a hero avatar advances throughout distinct zones,” Balenciaga explained.
“The narrative of Afterworld is anchored to mythological pasts and projected futures with timeless archetypes and speculative imagery. The world may appear to be decaying at first, but it is far from a dystopian view, showing instead the slow return to a healthier balance of nature and industry,” they added, as reported by Fashion Network.
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