Creative director Demna Gvasalia has been the driving force behind the turnaround of Balenciaga, the century-old fashion house. The brand’s collaboration with Epic Games on two projects – The Afterworld and Fortnite – marks luxury’s entry into the metaverse. While these digital initiatives have been hugely successful, Gvasalia must figure out how to stay true to Balenciaga’s heritage while catering to young, digitally-savvy customers.
Understand the growing importance of innovative approaches to a digital consumer experience, in this case, gaming. Gauge how a creative director’s vision can shape the strategy of a fashion house. Assess the trade-off between novelty and tradition for fashion houses, and more generally firms in the luxury industry.
- Virtual Reality