Fashion house Balenciaga has collaborated with globally popular video game Fortnite to release a collection of in-game clothes and limited edition physical garments.
The digital clothes, which were informed by Balenciaga’s previous collections, were created for four in-game characters.
The collaboration followed the release of Afterworld: The Age of Tomorrow, in December 2020, a video game developed by Epic Games to showcase Balenciaga’s Autumn Winter 2021 collection.
The high-definition imagery has also been used to create 3D billboard experiences in London, New York, Tokyo and Seoul – the boards accurately model lighting conditions in real-time to match the prevailing atmospheric conditions of the billboard site, further fusing the real and virtual worlds.
It’s a fantastic creative collab that’s rightly received plaudits and coverage galore this week.