Luxury fashion company Balenciaga is preparing to unveil its next collection of clothing via video game on December 6th.
The company said: that players travel through a virtual world, complete tasks, and meet characters wearing new designs for the brand.
The game, Afterworld: The Age of Tomorrow, is supposed to be operational via web browsers on December 6.
The coronavirus has transformed the way global fashion brands showcase their products.
The Burberry brand unveiled its latest collection in September via Twitch.
The Gucci brand has recruited harry styles to help showcase its latest collection in a seven-episode mini-series.
In April, the clothing brand introduced 100Thieves to its full range of clothing via Nintendo Switch’s Animal Crossing: New Horizons.
Balenciaga last month launched its 2021 summer collection via YouTube.
“The epidemic has forced brands to develop new ways of excitement for consumers, and we see brands introducing innovative ways to showcase and sell their products across the digital landscape,” said Anthony Blakemore, marketing director.
“Using balenciaga’s new gaming range is an excellent example of how to use innovative digital marketing methods to sell clothes and create an immersive and enjoyable digital experience.
Afterworld: The Age of Tomorrow takes place in 2031, as the hero advances across distinct regions, driven by tasks and interactions.
Over the years, video games have provided a place to launch many products, with Porsche introducing the Porsche 911 GT2 RS in 2017 at the E3 Gaming Conference when it announced that the car would appear on the forza Motorsport 7 cover.
Riot Games, the developer of League of Legends, announced last year that Louis Vuitton would design new elements within the game and in the real world that bear the hallmarks of the game.
Other notable collaborations included Travis Scott’s limited edition PlayStation sneakers, and fashion brand Acronym made a Death Stranding-inspired jacket and sold it for $1,785.