ONE STEP AHEAD OF THE GAME
Balenciaga Apple Vision Pro
Nearly a decade has passed since Demna Gvasalia began his transformative journey at Balenciaga. His innovative methods, viral marketing, and controversial reinterpretations of the House’s traditions consistently make headlines with each new release. One thing remains clear: his exceptional talent in blending fashion with technology. This fusion is evident in the brand’s fashion show set designs, TikTok content, and the clothing itself. Now, Balenciaga has once again taken a pioneering step by launching an app for Apple Vision Pro.
In a world where apps, devices, and software dominate, it’s only natural for fashion brands to evolve and integrate these elements into their identities. From custom skins in video games to immersive runway show experiences, the fashion industry is increasingly embracing new technologies. Balenciaga isn’t just part of this trend; they are leading it. The Fall/Winter 2024 collection was unveiled in Paris through an immersive experience featuring screens on the ceiling, walls, and catwalk displaying digitally distorted images inspired by various landscapes (Iceland, Greenland, the Sahara Desert, the Scottish Highlands, etc.). In 2023, their new hoodies and sweatshirts featured a song from the trip-hop group Archive, accessible via a scannable digital product passport (DPP). Additionally, during the pandemic in 2021, they hosted “Afterworld: The Age of Tomorrow,” their first fully digital fashion show.
With a proven track record of integrating fashion and technology, Balenciaga continues to captivate its audience. The new Balenciaga Apple Vision Pro app, initially released in mainland China, Hong Kong SAR, Japan, and Singapore in June, and now also available in France, the UK, Germany, Canada, and Australia, allows users to experience the Spring 2025 fashion show, staged in Shanghai last May, through drone views and stereoscopic footage. The app also includes an interactive lookbook and access to partial collections content, providing users with “the opportunity to see Balenciaga creations in a virtual space that echoes the detail and artistry of the brand’s physical garments,” according to the House.
