Balenciaga and the Metaverse: When Luxury Meets Gaming

Published 16 May 2022
Reference 6723
Topic Marketing
Region Europe

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.

Teaching objectives

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.

  • Luxury
  • Balenciaga
  • Metaverse
  • Videogame
  • Gaming
  • Fashion
  • Fortnite
  • Digital
  • Branding
  • Virtual Reality
  • Q22022