Demna Gvasalia amazed everyone once again ..
Pushing towards innovation when live fashion shows and streamed shows are no longer enough … Gucci has chosen to present its new line, free from any seasonal constraints, with a seven-episode miniseries. Balenciaga has instead decided to opt for the presentation of the autumn / winter 2021 collection through a video game. Demna Gvasalia, every time manages to amaze us with her infinite resources in terms of creativity (like the € 5,000 sneakers). This time he has in fact invented a new, ambitious format which consists in the design of an innovative videogame entitled “Afterworld: The Age of Tomorrow”. The game that uses the most advanced technologies will make users interact in a utopian world projected in 2031.
The maison’s new creations will therefore be visible from the eye of an avatar ready to run into a slew of adventures, which we will witness on December 6.
The liaison between fashion and video games emerged before the health emergency broke out, just think of the agreement between Louis Vuitton and League of legends, or between Moschino and The Sims. And now, the digital enhancement accelerated by the pandemic and the need to find alternative ways to bring closer new consumers (Gen Z and Millennials) have strengthened the relationship and intensified the opportunities for encounter between the two worlds even more than before.
The curiosity that revolves around this unprecedented initiative by Demna Gvasalia is skyrocketing, but for now we just have to wait and comfort us with this short trailer.