Balenciaga has made its debut in Fortnite.
The big fashion house has partnered with Epic Games to offer four new "skins", virtual costumes for the characters in this video game: Ramirez Unchained, Hooded Cabot, Stylish Banshee and Ludochevalier.
These outfits were made available this Tuesday at 2 a.m. KST, reports the
Huffington Post
.
“Cristóbal Balenciaga may have held the needle that allowed him to sew some of the models that marked the time more than fifty years ago, the same spirit of innovation and creative leadership persists within the brand named after him, with Creative Director Demna Gvasalia at the helm, ”Epic Games wrote in a statement.
It's called fashion, look it up.
@balenciaga
Read more: https://t.co/Oy6YI3bKoB pic.twitter.com/LEOOSM3ifS
- Fortnite (@FortniteGame) September 20, 2021
Redefining the boundaries "between content and product"
Some costumes are directly inspired by Balenciaga's spring-summer 2021 and spring-summer 2020 collections. To go further, the luxury brand has even decided to offer the gray hoodie for sale in the Fortnite store as well as in several of the company's outlets around the world. "It's a way of getting into this game, which has become a key element of our society," said Cédric Charbit, CEO of Balenciaga, in the columns of
Business of Fashion
.
According to him, it is also a way of redefining the boundaries “between content and product”.
If it is innovative, this approach is not however a first for Epic Games and Balenciaga.
“It started with our first video game, Afterworld, which we designed using Unreal Engine to launch our fall / winter 2021 collection,” recalled the artistic director of the house.
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