Balenciaga Steps Into the Metaverse With New Business Unit
Tasked with exploring commerce and marking opportunities in web3.
Balenciaga is expanding its digital fashion offerings with the announcement of its forthcoming business unit dedicated to the metaverse.
Announced on December 1 by Balenciaga’s CEO Cédric Charbi, the new venture is tasked with exploring commerce and marketing opportunities in the expanding metaverse. “The use-ability [of digital fashion] is the point that’s missing, but that’s making gigantic steps every day,” Charbit said during The Business of Fashion‘s annual VOICES gathering. “Right now the climax of interaction with a luxury brand is that you click like, or comment or buy something. I think we can get to a next level.”
This past September, the Spanish luxury house collaborated with Fortnite on a range of in-game outfits and a physical apparel collection, sparking its interest in digital fashion. The digital collection elevated the wardrobes of popular Fortnite characters: Knight, Ramirez, Doggo and Banshee.
As Balenciaga creates its dedicated digital business team, stay tuned for more information about the house’s metaverse expansion.
In related news, Gucci and The North Face are back together again.
