The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
After showing its Summer 2020 collection with a music video, Kering-owned Balenciaga is turning to gaming. The video game called “Afterworld”, set to be released December 6, will present the brand’s Fall 2021 collection as well as offering players a chance to navigate an “allegorical adventure” set in 2031.
In a statement Tuesday, the brand said it was “creating an in-depth look at the new collection and the projected future in which it is intended to be worn.”
It’s worth noting that Balenciaga is showing its main runway line-up for next fall at a time of year when brands usually release more commercially-focused pre-fall collections. Kering stable-mates Gucci and Saint Laurent have also seized on disruptions related to the coronavirus pandemic as a chance to rethink their schedules for fashion shows and deliveries.
TikTok’s CEO will appear before Congress on Thursday to defend the increasingly-controversial social media platform as talk of a stateside ban rises. Businesses and creators are bracing for impact.
Affiliate marketing income has helped offset losses in print ad revenue, but it’s also changed the relationship between brands, publicists and the publications they work with.
The move will help the communications powerhouse build its position in the US market. Further acquisitions are planned, CEO Isabelle Chouvet told BoF.
BoF Careers provides essential sector insights for fashion professionals in marketing this month, to help you decode fashion’s marketing landscape.