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Balenciaga and the Metaverse: When Luxury Meets Gaming

Published 16 May 2022
Reference 6723
Topic Marketing
Region Europe
Summary

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.

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