October 20, 2021
Technology

Balenciaga blurs fashion boundaries with Fortnite tie-in

Fashion brand Balenciaga has proven itself to be game for anything after transposing its line of clothing and shoes from the real world to the virtual world of Fortnite.

The Spanish fashion house has teamed up with Epic Games to spearhead its transmedia push, which has seen the retailer painstakingly scan materials and clothing from all directions for an authentic depiction of the brand aesthetic within the gaming world.

Players wishing to look their best will be able to drop into a virtual Balenciaga store showcasing digital attire, which can be purchased directly or unlocked via a physical purchase.

Non-gamers won’t be left out in the cold by all this activity either, with the high-definition data being used to create 3D billboard experiences in London, New York, Tokyo and Seoul. A different league from pasted posters, these follow the hi-tech…

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