Balenciaga has created a metaverse division, shattering the perception that luxury brands lagging behind the rest of the fashion industry.
The company announced this week it had created a separate division to dedicate towards the metaverse and its economic opportunities.
Balenciaga chief executive Cédric Charbit made the announcement during Business of Fashion’s annual Voices gathering.
“The usability of digital fashion is the point that’s missing, but that’s making gigantic steps every day,” Charbit said at the event.
“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.”
The move isn’t the first time Balenciaga has dipped its toes into the digital space after it launched its Fall 2021 collection on popular online game Fortnite.
The collection featured a number of pieces which players could unlock or purchase in-game and dress their avatars in.
“The game and the collection imagine a near future in which clothing is meant to transform over many years,” the company said at the time.
Luxury fashion rival Gucci is also venturing into the scene after collaborating with online gaming platform Roblox for a virtual reality (VR) fashion exhibition.
Nike has also forayed into the space, creating its ‘Nikeland’ metaverse again, on Roblox, whereby users can explore a virtual world featuring Nike buildings, arenas and fields where players can compete in mini-games including dodgeball, tag and ‘the floor is lava’.