Balenciaga has released a digital clothing collection in Fortnite

Global brands are actively pursuing a course of promotion through the gaming industry. From September 21, a limited collection of clothes and items inspired by the images of the fashion house Balenciaga is available in Fortnite.

The set includes exclusive equipment, backpacks and other branded items that can be purchased for in–game currency – In-bucks. The cheapest item from the collection, the Signature Look Wrap, costs 300 B-bucks or $3.

Some Balenciaga x Fortnite items can also be purchased “live” in the online store. For example, a white hoodie as in the outfit “Stylish Dog” (Shady Doggo) will cost real $725.

The collaboration was not limited to creating things: in the Strange Times Feature Hub, you can walk around the virtual boutique Balenciaga and take part in a photo contest until September 23.

This is not the first game project of the Balenciaga house: in December 2020, they released their own online video game Afterworld: The Age of Tomorrow, dedicated to the Autumn-21 collection.

Other haute couture houses are also promoting their own brand in games: Louis Vuitton released its own mobile game with 30 collectible NFT cards in August this year, and Burberry introduced NFT items and an exclusive character in the online game Blankos Block Party.

In the Western media, such cooperation of games with brands is considered the next step towards the emergence of a global metaverse.