2020 has been a year of constant adjustments. Aside from the obvious, creators and consumers have had to make changes in the way we expose and are exposed to, material culture. Fashion houses are inventing new ways to market physical events and products and Balenciaga are at the forefront of that movement.
They have ventured where no other fashion brand have been before. They have created their own fashion show/video game; Afterworld: The Age of Tomorrow.
From a consumers perspective, the idea of not being able to see the products we're thinking about buying in the realistic light of day may seem off putting and dulling towards the senses. Regardless of this fact Balenciaga's interactive fashion show/game somehow makes the 'player' feel as though they haven't missed out despite being socially disconnected from the physical activity of shopping.
The point of the Balenciaga Afterworld: The Age of Tomorrow experience is the fact that the player, or consumer, still feels catered to, compelled and intrigued. This new way of exposing fashion may be an even better way to view new collections than previous tried and tested methods. We can stop and pause and admire the garments for as long as we want (forget having to wait and stay fixated on a runway model for a limited amount of time) the video game experience certainly indulges our impatient minds.
The Balenciaga Fall 2021 collection features oversized black butterfly wing shades, enormous puffer jackets and famous brand logos from the likes of NASA and PlayStation 5.
The video game, Afterworld: The Age of Tomorrow is set in the year 2031. Expect flying drones soaring above head and dark/dingy dystopian streets littered with a mixture of futuristic UFO style lighting and subtle references to the environmental state of our planet. For instance, posters advertising mechanical bees and facts about renewable energy crop up every so often.
The experience of playing the game was thought-provoking and entertaining. If you're interested, all you need to play is a PC, keyboard and mouse.
Oh and just a head's up - the game times out if left unattended for around 15 minutes, so don't do what I did and leave to write a review about it - unless you want to wait 60 minutes in a queue for it to be unlocked again!
Click here to play Balenciaga's Afterworld: The Age of Tomorrow in light of their Fall 2021 collection:
Words by Jessica Holmes - Overseas Content Marketing Manager