Balenciaga Launches an Immersive Experience with Apple Vision Pro

Balenciaga has partnered with Apple to unveil a groundbreaking immersive 360° experience featuring interactive fashion shows, a lookbook, and music. This collaboration marks a significant step in blending fashion and technology, offering users an unprecedented way to experience Balenciaga’s collections through Apple Vision Pro mixed reality glasses.

Introducing the Balenciaga Apple Vision Pro App

The first phase of the Balenciaga Apple Vision Pro app allows users to dive into the brand’s world like never before. One of the standout features is the immersive experience of the Balenciaga Spring 25 runway show, held in Shanghai on May 30. Users can enjoy exclusive drone views and stereoscopic footage, enhanced by an interactive lookbook and access to content from past collections. This innovative feature provides a virtual space that mirrors the intricate details and creativity of Balenciaga’s physical garments.

A Legacy of Digital Innovation

Since Demna’s appointment as Creative Director in 2015, Balenciaga has consistently demonstrated a strong commitment to digital innovation and collaboration with Apple. In 2020, Balenciaga joined forces with Apple Music for Demna to curate a playlist for the “Hello, My Name Is Demna” merchandising campaign. During the FW22 fashion show, a model sported a hoodie featuring an apple and the slogan “Be Different,” a nod to Apple’s “Think Different” motto. Invitations for this show were unique: a broken iPhone 6 engraved with both brands’ logos and event details.

Embracing Cutting-Edge Technology

The collaboration with Apple Vision Pro underscores Balenciaga’s dedication to pushing the boundaries of fashion and technology. The app’s intuitive interface ensures seamless interaction with content, fully integrating into the Apple ecosystem. Users can immerse themselves in Balenciaga’s collections in ways previously unimaginable.

Partnership with Atomic Digital Design

The app’s development was made possible through a collaboration with Atomic Digital Design, a leader in digital design. Together, they have created a platform that not only showcases Balenciaga’s collections but also paves the way for future content updates and innovative features. This partnership ensures that Balenciaga’s digital presence remains as influential and cutting-edge as its physical collections.

Expanding Digital Horizons

Balenciaga’s foray into the metaverse is not new. In 2021, the fashion house established a Metaverse Business Unit, and in 2022, it collaborated with Meta to launch digital fashion pieces for the Avatar Store on Instagram, Facebook, and Messenger. This latest app release aligns with similar moves by other luxury brands. For instance, Gucci introduced an immersive VR experience on Apple Vision Pro headsets earlier this year, featuring the documentary “Who is Sabato De Sarno? A Gucci Story.”

Global Availability and Future Updates

The Balenciaga app is now available on the App Store for Apple Vision Pro users in Australia, Canada, France, Germany, the United Kingdom, Mainland China, Hong Kong SAR, Japan, and Singapore. This app offers exclusive playlists curated by Demna, showcasing a variety of artists and groups.

The Impact of Virtual Reality on Fashion

Virtual reality is revolutionizing the fashion industry, offering more immersive runway experiences and allowing individuals to express themselves authentically in virtual environments. According to a 2023 Roblox report, a significant number of users prioritize styling their avatars over their physical appearance, with 84% indicating that digital fashion influences their real-life fashion choices.

Conclusion

Balenciaga’s collaboration with Apple Vision Pro highlights its commitment to innovation and the integration of fashion and technology. As the fashion house continues to explore the opportunities offered by digital advancements, users can anticipate exceptional new ways to interact with the brand, cementing Balenciaga’s status as a leader in the fashion-tech landscape.