Fashion house Balenciaga has collaborated with video game Fortnite to release a collection of limited-edition in-game and physical clothing.
Digital clothing, which has been informed by BalenciagaThe previous collections of, were created for four characters in the game.
The players of Fortnite, a Battle Royale video game developed by Epic Games using the Unreal Engine platform, can purchase the skins and accessories to customize the playable characters in the game.
The collaboration followed the release of Afterworld: The Age of Tomorrow, in December 2020, a video game developed by Epic Games to present Balenciaga’s Fall Winter 2021 collection.
“Our partnership with Epic didn’t start with Fortnite, actually,” said Balenciaga Creative Director Demna Gvasalia.
“It started with our own first video game, Afterworld, which we built using Unreal Engine to launch our fall 2021 collection.”
“Of [Afterworld: The Age of Tomorrow], we continued to draw inspiration from the creativity of the Unreal and Fortnite communities, ”said Gvasalia.
“It made perfect sense to me for us to collaborate more by creating these authentic Balenciaga looks for Fortnite and a new series of Fortnite physical clothing for our stores.”
Digital clothing features the Fall Winter 2021 medieval armor-style pieces, as well as ripped jeans with a track lining and an animal striped look from her Spring 2020 collection.
In-game, the weapons have also received a haute couture update in the form of iconic brand accessories.
The sock-style Speed sneakers have been transformed into a line of pickaxes, and the brand’s Hourglass bag has been modified for use as a glider.
“Fashion has a long history in the Fortnite community, where players have the agency to appear as they wish in our world,” said Epic games President Adam Sussman.
“Self-expression is one of the things that makes Fortnite so unique, and there couldn’t be a better first fashion partner than Balenciaga to bring their authentic designs and forward-thinking culture to millions of gamers across. the world.”
A virtual store, which mirrors Balenciaga’s physical location design, will appear in Fortnite’s battle royale mode in a location aptly named Retail Row where players can purchase the clothes.
A series of limited-edition physical clothing will be available with the Fortnite logo on Balenciaga’s basics, including hoodies, denim jackets and button-down shirts.
The in-game clothing was created from existing 3D scans of Balenciaga’s creations. The Fortnite team then recreated and modified the in-game clothing with a “Fortnite spin”.
The developers of the game engine behind Fortnite, Unreal Engine, explained that the virtual and physical worlds are becoming increasingly blurry.
“By adopting cutting-edge technologies, Balenciaga has been empowered to woo a new digital native audience, unconstrained by the limits of either world,” said Unreal Engine.
Earlier this year, Gucci released digital sneakers that people can “wear” in augmented reality and in photographs for social media.
In 2019, Louis Vuitton released a video game called Endless Runner which was informed by its Fall Winter 2019 show.