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Luxury fashion label Balenciaga has ventured further into the metaverse with the launch of an app on the App Store specifically for Apple Vision Pro users.
This move allows users to explore Balenciaga’s collections through Apple’s virtual reality headsets, offering an augmented experience of the Spring 25 show with “stereoscopic footage” and an “interactive lookbook feature.”
Balenciaga’s app also features exclusive playlists curated by Demna, the brand’s Creative Director, showcasing various artists and groups.
This step into the metaverse follows Balenciaga’s earlier initiatives in the digital realm, including the establishment of a Metaverse Business Unit in 2021.
The fashion house’s collaboration with Meta in 2022 further solidified its presence in virtual spaces, as it joined brands like Prada and Thom Browne in launching digital fashion pieces for the Avatar Store across Instagram, Facebook, and Messenger.
Balenciaga’s latest app release mirrors similar moves by other luxury brands. Gucci, for instance, introduced an immersive VR experience on Apple Vision Pro headsets earlier this year, featuring the documentary “Who is Sabato De Sarno? A Gucci Story.”
The rise of virtual reality has had a profound impact on the fashion industry, providing a platform for more immersive runway experiences and enabling individuals to express themselves authentically in virtual environments without physical constraints.
According to a 2023 report by Roblox, a significant number of users prioritize styling their avatars over their physical appearance. The report highlighted that 84% of users see digital fashion as influential, with many indicating that their virtual styles impact their real-life fashion choices.