Balenciaga has been rethinking the unsustainable pace of fashion. The luxury house has been looking at how it can progressively evolve the way in which it presents its collections to the post-pandemic world. Balenciaga isn’t of course alone in challenging a system steeped in tradition which relies on a fixed and ecologically wasteful number of collections, and shows that are increasingly out-of-touch with the consumer habits of a young global audience.
Now the marque has said it will show just four key ready-to-wear gender-inclusive collections with a separate haute couture line annually. What’s probably more exciting is that starting with the autumn/winter 2021 collection, the shows will be performed to an exclusive list in digital format and through virtual runways via headsets, while animated and interactive video games will aim for a wider audience.
The first of the series was revealed over the weekend. ‘Afterworld: The Age of Tomorrow’ is an augmented-reality interactive video game set in an imaginary 2031, with Balenciaga’s avatars wearing designs made from upcycled materials and created through advanced techniques to signify fashion as enduring and sustainable. And they are driving Polestar’s visionary concept vehicles.