To present his latest collection, Balenciaga’s artistic director, Demna Gvasalia, dared to present the catwalk show entirely virtually, in the form of a video game. A first ! After his apocalyptic fashion show last March, the designer is asserting himself as the figurehead of a new generation that is shaping the future of fashion.
At a time when brands are having to rethink the organization of shows without the presence of the public and are multiplying digital initiatives to offer new formats, Demna Gvasalia opens new doors for the future of fashion. For its mixed ready-to-wear collection for the fall of 2021, the artistic director of Balenciaga designed a 100% virtual and interactive presentation, to which journalists and professional buyers received a handwritten and olfactory invitation accompanied by a virtual reality headset to “attend” the fashion show, while the general public could also discover the collection through an ephemeral video game, accessible online, entitled “Afterworld : The Age of Tomorrow.”
