Fortnite X Balenciaga

Industry

Entertainment & Fashion

Company Size

2000+ people

Summary

Fashion’s Foray into the Metaverse

ProjecT Scope

Creative Direction
Design

Credits:

Epic Games Teams:
Partnerships
Marketing
PR
Social
Studio
Creative Services
Unreal Engine

Senior Designers: Cody Petruk & Sara Jean Kunz

Collaborators:

Balenciaga
Publicis
Beyond
Iam8bit

Press / Awards:

2022 Grand Clio Winner
Vogue
HighSnobiety
Hypebeast
GQ

Digital fashion comes to life in Fortnite. Show the world your unexpected side with the set’s apparel, free sprays, the Strange Times Featured Hub, and a live Fortography campaign. Inspired by authentic archival looks from luxury fashion house Balenciaga.

3D Times Square billboard featuring the Fortnite Character Doggo in white Balenciaga hoodie, blending streetwear and gaming in Fortnite X Balenciaga Campaign.

3D billboard of Fortnite Doggo in Balenciaga outfit, merging fashion and gaming, atop a modern building.

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Quote

“Fashion has a long history in the Fortnite community, where players have the agency to show up however they want in our world. Self-expression is one of the things that makes Fortnite so unique, and there couldn’t be a better first fashion partner than Balenciaga to bring their authentic designs and trendsetting culture to millions of players around the world.”

Adam S, President at Epic Games

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Balenciaga Fit Set

Inspired by Balenciaga’s iconic collections, the new Balenciaga Fit Set of outfits for players introduces fresh looks for four of Fortnite’s fan-favorite characters – Doggo, Ramirez, Knight, and Banshee. The new Outfits are completed with new Balenciaga backblings, pickaxes, and more for players to express themselves in completely unique ways.

Balenciaga Store Built Inside Fortnite

Epic Games partnered with Beyond to create a Balenciaga themed creative hub as part of the Balenciaga x Fortnite collaboration. Players who loaded into Fortnite Creative during the week of this collaboration were greeted with a dreamlike city full of twisty and distorted buildings towering over them and a Balenciaga store directly in front. Above the store, a massive screen displayed a Fortnite animation as a tie into the real world. This same video could be seen on a screen in New York City’s Times Square, and other major cities around the world.

Limited Run of Physical Apparel

With Balenciaga joining the world of Fortnite to celebrate digital fashion, both brands are also debuting a limited-run collab of physical apparel exclusively available in select Balenciaga stores and Balenciaga.com. The new line features hats, tees, hoodies and more inspired by the community-favorite point of interest (POI) Retail Row and hits shelves globally on September 20 or September 21 depending on region.

An example of Fortnite Fortography image stylized to match the Fortnite X Balenciaga campaign.

A stylized version of fortnite characters emoting in front of Balenciaga storefront

Fortnite character Doggo relaxing on a lounger in his Balenciaga Hoodie

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In Game Lookbook- Fortography

At the center of the Hub sits a Balenciaga retail store inspired by the brand’s brick-and-mortar locations, all set in an unexpectedly strange city. Updated throughout the week, the new Hub and Balenciaga store will showcase the Fortnite community’s fashion on billboards, featuring creative images that mash up players’ self-expression with unexpected elements.

Hot Off The Press

Over 18,000 articles were written about the Fortnite X Balenciaga collaboration. Including articles in GQ, Vogue, HighSnobiety and many others.

Industry

Entertainment & Fashion

Company Size

2000+ people

Summary

Fashion’s Foray into the Metaverse

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