The virtual reality headset, fashion tech accessory at Balenciaga
Balenciaga Jersey Fall 21 campaign, unveiled on August 3, 2021 by the French house (© Balenciaga)
The Balenciaga models strike the pose as gamers in the French house's Fall 2021 Jersey campaign, unveiled in early August.
By Ludmilla Intravaia
While his Fall 21 campaign film depicted a virtual world accessible through a VR headset (more info in this Boudoir Numérique article), Demna Gvasalia continues his relentless exploration of the links between man and technology, in Balenciaga's latest Jersey campaign featuring gamers, equipped with virtual reality headsets and game controllers.
Balenciaga Jersey Fall 21 campaign, unveiled on August 3, 2021 by the French house (© Balenciaga)
The models are immortalized by the photographer Daniel Roché in typical postures of an immersion in virtual reality, as if they were suspended, perhaps disoriented, between two fictional worlds, IRL and VR.
Balenciaga Jersey Fall 21 campaign, unveiled on August 3, 2021 by the French house (© Balenciaga)
However Balenciaga has everything under control: "If I'm lost, take me to the Balenciaga store", suggests the slogan printed on a hoodie. Check out Balenciaga Jersey Fall 21 campaign below.
The virtual reality headset, as a fashion tech accessory echoing the imagery of the digital natives gaming universe, has a bright future ahead of it, as the GenZ will develop more and more its purchasing power, coveted by the world of fashion and in particular the luxury houses. Already, on March 4, the designers of the French brand Victoria/Tomas had bet on this imagery in their Fall-Winter 2021/2022 show (more information in this Boudoir Numérique article).
Presentation of the Fall-Winter 2021/2022 collection by Victoria/Tomas, unveiled on March 4, 2021, during Paris Fashion Week (© Victoria/Tomas)
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* Continue reading on Balenciaga with these Boudoir Numérique papers :
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- “Pretty fashion pictures are not enough anymore” (interview of Jean-Pierre Attal, french photographer of Balenciaga fall 2019 campaign)
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