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.
Practitioners of this historically behind-the-scenes profession are building powerful followings, riding a wave of interest in how the fashion sausage is made. But even the highest-profile PRs caution that the client still has to comes first.
Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “How to Create Cultural Moments on Any Budget.”
When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.
Calvin Klein’s chief marketing officer Jonathan Bottomley speaks to Imran Amed about the strategy behind the brand’s buzzy Jeremy Allen White-fronted campaign.