From its video game-inspired lookbook to its collaboration with Fortnite, Balenciaga has been blurring the boundaries between fashion and the digital world for quite some time. Following Facebook's rebranding to Meta, a Twitter exchange between the digital giant and the fashion house took place, causing followers to believe something was in the works. Balenciaga CEO Cédric Charbit acknowledged the label's major intentions at Business of Fashion's annual Voices conference.

Balenciaga will create a specialized brand to study commerce and marketing in the Metaverse, according to Charbit, extending the brand's creativity and presence in the virtual world. On our digital dates Sandbox, we'll all be able to dress up in Balenciaga couture. He also mentioned that there were over 100 developers working on the new company at one time. The label will also launch its future collection, titled "The Lost Tape," which will be accompanied by a video. Balenciaga recently brought its Haute Couture line to mainland China, showing the collection in Shanghai, because buyers were unable to attend the presentation in Paris due to COVID-19 limitations. "Because China's impact is everywhere — aesthetically, culturally, economically, and in fashion," Charbit explained, "it was critical for us to be present in this market and at the top of the pyramid in terms of Balenciaga's offer." Balenciaga is doing it right: the luxury label is riding the wave and isn't afraid to experiment with new techniques and strategies in order to expand the brand. - decentraland.

Many fashion brands are dipping their toes into the realm of NFTs and cryptocurrency, but none are doing it quite like Balenciaga. If brands want to flourish, Sandbox they must change and move forward, rather than clinging to the past. There's a lot to say about the Metaverse's transition to online publication and selling, which is eerily similar to that of physical publishing and retail. Decentraland, Early adopters succeeded, whereas others who were too reluctant died out shortly. We're interested to watch how Balenciaga's presence in the metaverse develops.