Balenciaga's Afterworld: Fashion's Gamified Future Post-Covid
The fashion industry's unsustainable production cycle faced disruption due to the pandemic, prompting luxury labels such as Kering and LVMH to forgo collective calendars. Gucci unveiled a seven-part series directed by Gus van Sant, featuring Silvia Calderoni alongside appearances by Billie Eilish and Harry Styles. Demna Gvasalia of Balenciaga has announced plans for four prêt-à-porter collections and a single couture show each year. On December 6, 2020, Balenciaga launched 'Afterworld: The Age of Tomorrow,' an AR game offering purchasable outfits. Other brands, including Valentino and Louis Vuitton, have also ventured into gaming. The gaming sector expanded to $175 billion in 2020, with nearly 3 billion gamers, mainly GenZ and Asian consumers, fueling in-game purchases. Luxury brands are now offering digital products to engage younger audiences.
Key facts
- Pandemic disrupted fashion's unsustainable cycle of up to six collections yearly and early sales.
- Kering (Gucci, Saint Laurent, Balenciaga) and LVMH (Louis Vuitton, Dior, Givenchy) abandoned collective calendars.
- Gucci presented 'Ouverture of Something That Never,' a seven-episode series directed by Gus van Sant.
- Balenciaga's Demna Gvasalia plans four inclusive prêt-à-porter collections annually plus one couture show.
- Balenciaga launched 'Afterworld: The Age of Tomorrow' augmented reality video game on December 6, 2020.
- 50% of Afterworld looks are immediately purchasable; collection includes NASA spacesuits, armor, and logo merch.
- Valentino designed 20 looks for Animal Crossing; Louis Vuitton partnered with League of Legends and created 'Endless Runner'.
- Gaming market grew nearly 20% to $175 billion in 2020; Fortnite earned $2.4 billion in 2018 selling avatar skins.
Entities
Artists
- Demna Gvasalia
- Gus van Sant
- Silvia Calderoni
- Achille Bonito Oliva
- Billie Eilish
- Paul B. Preciado
- Harry Styles
- Pier Paolo Piccioli
- Virgil Abloh
- Donatella Versace
Institutions
- Kering
- Gucci
- Saint Laurent
- Balenciaga
- LVMH
- Louis Vuitton
- Dior
- Givenchy
- Off-White
- Valentino
- Versace
- Nike
- Nintendo
- ComplexLand
- League of Legends
- Fortnite
- Pitti Uomo
- Camera della Moda di Milano
- Camera della Moda di Parigi
- Camera della Moda di New York
- Artribune
Locations
- Milan
- Paris
- New York
- Rome
- China
- United States