World-renowned fashion brands are coveted by countless consumers—Louis Vuitton, Gucci, Prada, Christian Louboutin, and, for today’s focus, Balenciaga.
All recognize these brand names and are immediately associated with luxury and an extremely high price point. What if they were not limited to only the wealthy and upper class?
The Balenciaga x Fortnite 2021 out-of-home campaign took industries by storm, revitalizing what it means to access larger audiences and instilling newfound desire in those lacking prior.
Luxury fashion house Balenciaga collaborated with Fortnite to launch an eye-catching and innovative campaign in New York, London, Tokyo, and other major cities. 3D elements were put on display to create an unforgettable experience for many.
The implications of this campaign are far and wide, as it is not only a defining moment for luxury and the working class but also for high-end goods, which are now easily accessible in a virtual format to many gamers.
Fortnite integrated Balenciaga “skins” or character outfits that users can purchase in their game shops and display on their avatars as they play.
Gamers fall under various diverse demographics but frequently spotlight the male audience and those who are not inherently or vastly wealthy.
This is mainly why this OOH campaign was so groundbreaking, as high-end is meeting the working class and providing access to a coveted world within a digital reality atmosphere that is easily accessible by all.
Fortnite and Balenciaga’s physical campaign is creative and awe-inspiring but deserves no homage compared to the actual work done through the OOH medium, one that carries transformative insights into the new concepts and route advertising is taking.
The gaming platform allows users to earn “V-Bucks,” their in-game currency, to purchase the Balenciaga character costumes. On average, a Balenciaga costume in-game costs around 1,800 “V-Bucks,” which translates into approximately $14.39.
Compared to the luxury brand’s thousands of dollars worth of apparel and accessories, this is a relatively affordable price point for individuals to explore.
Initially, the Metaverse was one of the first to introduce a widespread virtual reality for individuals to enter and purchase digital versions of real-life items. Still, it is certainly not the only one, as seen by this collaboration.
We’re excited to see more high-powered luxury and upscale fashion brands moving into digital gaming platforms and even other industries tuning into this movement in the next few years.
2025 will be a catalyst for the out-of-home industry. It will be revealed in digital spaces, showcasing how billboards and advertising campaigns can access uncharted territories and make differences never thought possible.
Photo via Digital Tripathi.
