Balenciaga
Afterworld: The Age of Tomorrow
Unable to organise their fashion shows, luxury brands are taking new approaches, from Chanel's single-guest catwalk to Burberry's Twitch stream or Gucci's film festival GucciFest. Always one hype ahead, Balenciaga is launching the new fall collection through a 3D video game, titled 'Afterworld: The Age of Tomorrow'. Building on the brand's recent explorations with the concept of dystopia, players embark on a 2031 journey, moving through different near-future and post-apocalyptic zones. Along the way, they meet avatars wearing different outfits in the 'future in which it is intended to be worn.'