It’s been almost ten years since Demna Gvasalia started to shake things up at Balenciaga. His forward-thinking approach, viral campaigns, and divisive take on the House’s codes hit the headlines every time he releases something. But one thing remains undisputed: his unique approach to merging fashion and technology. Be it in the set design of fashion shows, Balenciaga’s TikTok videos, or the clothes themselves. Now, the House is yet again one step ahead of its competitors by releasing an app for Apple Vision Pro.
In a world increasingly dominated by apps, devices, and softwares, it’s only natural that fashion brands aim to adapt to the current times while exploring another side to their identities. From special skins in video games to immersive experiences in runway shows, we’re seeing the increasing use of new technologies unfold before our own eyes. Balenciaga is not only surfing this wave, their actually owning it. The Fall/Winter 2024 collection was presented in Paris within an immersive experience where screens on the ceiling, walls, and catwalk showcased mashed-up images inspired by nature (Iceland, Greenland, the Sahara Desert, the Scottish Highlands, etc.) with digital distortions. Also in 2023, they equipped their new line of hoodies and sweatshirts with a song from trip-hop group Archive by adding a digital product passport (DPP) that could be scanned. Oh, and remember the pandemic? In 2021, they hosted Afterworld: The Age of Tomorrow, its first fully digital fashion show.
With this unparalleled background merging fashion and technology, the House continues to surprise its audience. Released first in mainland China, Hong Kong SAR, Japan, and Singapore in June, and now also in France, UK, Germany, Canada, and Australia, the new Balenciaga Apple Vision Pro app allows users to experience the Spring 2025 fashion show, staged in Shanghai last May, through drone vies and stereoscopic footage. There’s also an interactive lookbook and access to part collections content which, in the House’s own words, offers users “the opportunity to see Balenciaga creations in a virtual space that echoes the detail and artistry of the brand’s physical garments.”
