Balenciaga shows his cards: conquer the metaverse

Many are now focusing on the potential of metaverso, since it was introduced by Mark Zuckerberg. Just as many other sectors are preparing for a real technological revolution, even the fashion world does not want to be caught unprepared.

It is no coincidence, for example, that during the British Fashion Awards the “Fashion Award for Metaverse Design” was awarded for the first time – presented by an avatar of Alessandro Michele, creative director of Gucci, and won by the gaming platform Roblox. Just as the announcement of Otb, group of Renzo Rosso, of the birth of Bvx (Brave Virtual Xperience), a competence center entirely dedicated to the development of projects and contents for the virtual world. Now, however, it is the brand’s turn Balenciaga, that reveals its plans: the conquest of the digital world.

In terms of “vision” and promotion, the French fashion house has always shown that it has an extra gear: the collaboration with Epicgame, to throw a ad hoc collection with clothes and accessories for the game Fortnite, is just one of many examples.

Now with the announcement from the CEO Cédric Charbit, during the course of Voices – annual appointment of The Business of Fashion – of the birth of a team focused only on opportunities offered by the metaverse, things get serious.

The time is ripe to elevate the digital experience in terms of fashion as he explains Charbit: «Right now the pinnacle of consumer action is to ‘like’, comment or buy something. But we can go to the next level ».

Many fashion houses are starting to immerse themselves in the world of NFTs – the deed of ownership of a single asset – and cryptocurrencies, but no one is doing it like Balenciaga, to testify how it is necessary to innovate to continue moving forward and not remain tied to the past.