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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.<\/p>\n
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Accessible on computer and mobile<\/a>, the aim of this video game is to raise awareness of Balenciaga’s winter sports collection among non-sports enthusiasts and develop sales.<\/p>\n <\/p>\n <\/p>\n Launched on November 15, the capsule collection<\/strong> 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.<\/p>\n <\/p>\n In its press release, the luxury brand emphasizes the use of “innovative materials<\/strong> and techniques designed for visibility, insulation, aerodynamics and protection against the cold<\/strong><\/em>“.<\/p>\n <\/p>\n Up to now, the launch has been animated by physical retail activations<\/strong>, 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.<\/p>\n <\/p>\n In the Balenciaga Skiwear mini-game<\/strong> – 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<\/strong>.<\/p>\n <\/p>\n These digital skins<\/strong> feature ready-to-wear outfits, protective accessories, ski equipment and athletic gear<\/strong> from the brand’s skiwear capsule collection.<\/p>\n <\/p>\n\n<\/p>\n \t\tA realistic, immersive gamification experience<\/h2>\n