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Building an immersive runway experience used to require Broadway set designers. Yesterday, all one designer needed was code—lots of it.
Balenciaga presented its latest collection in a video game, “Afterworld: The Edge of Tomorrow,” a collaboration with Epic Games’s creation software Unreal Engine.
- Players are assigned an avatar designed by the brand.
- Then they have 20 minutes to traverse five zones, aka levels, to see the full collection and a vision of the year 2031.
League of fashion legends
Early in the pandemic, brands tried tapping into the surging gamer universe with experiences Russian dolled inside existing games. It was a chance to connect with new customers and to substitute for canceled runway presentations.
Now, the trend’s evolving with bespoke video games; Collina Strada also released its take on a video game last month. These could become monetizable platforms for devoted fans: Balenciaga designer Demna Gvasalia hinted a shoppable game could come down the line.
My review: We’re at the very beginning of luxury's video game exploration—a 20-minute stroll through the metaverse is no Fortnite.To see for yourself,play here.