Balenciaga has just launched a mini platform video game linked to the world of skiing. The luxury ready-to-wear fashion house is hoping to boost sales of its first capsule collection of skiwear and accessories, which went on sale in mid-November.
On December 11, Balenciaga, the streetwear fashion house of the Kering Group, launched Balenciaga Skiwear, a mini virtual simulation game of a slalom ski race on an infinite snow slope.
Accessible on computer and mobile, the aim of this video game is to raise awareness of Balenciaga’s winter sports collection among non-sports enthusiasts and develop sales.
A realistic, immersive gamification experience
Launched on November 15, the capsule collection is made up of some 30 pieces, including ski boots, technical and cargo suits and pants in “ripstop” fabric, down jackets, fleeces, pullovers, woollen hats, … and even a pair of skis.
In its press release, the luxury brand emphasizes the use of “innovative materials and techniques designed for visibility, insulation, aerodynamics and protection against the cold“.
Up to now, the launch has been animated by physical retail activations, with themed window displays in a selection of 9 boutiques and pop-up stores in Japan and South Korea. In Asia, led by China, there is an unprecedented appetite for skiing since deconfinement.
In the Balenciaga Skiwear mini-game – named after the eponymous collection – players from all over the world can embody two avatars of their choice. Each avatar is dressed in the House’s first winter sports collection.
These digital skins feature ready-to-wear outfits, protective accessories, ski equipment and athletic gear from the brand’s skiwear capsule collection.
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Read also > [LUXUS MAGAZINE] SKIWEAR: FIVE ULTRA-LUXE COLLECTIONS TO HIT THE SLOPS THIS WINTER
Featured Photo: © Balenciaga
