PFW | Why Balenciaga’s 360° app for its AW16 show matters

As new Creative Director of Balenciaga, Demna Gvasalia is having a smartly tech-oriented approach. After his statements on how to fix the Fashion Industry, Vetements‘s head designer launched an app to spread fashion shows in an enhanced experience for everyone.

Shows have been livestreamed for almost 7 years now (yes), with Burberry opening the way, and people have got used to being able to watch the shows as if they were invited. Yet at the time, it was a true step for fashion.

More recently, Dior did 360° videos for its SS16 RTW (Raf’s last) and Couture shows, put VR headsets in stores to experience backstages, Rebecca Minkoff did a runway show video for Google Cardboard, Tommy Hilfiger recorded its show with VR cameras.

balenciaga-360app

To live the experience, simply download the app on your smartphone, if you have a Google Cardboard or other headset you can chose the “VR” option. Or if you prefer the old way :)

Then tune in on Sunday March, 11:30am CET.


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Post written by Noémie Balmat, Founding editor-in-chief

Interested in the future of fashion, the digital revolutions and advertising, Noémie has a valuable three-year experience in international advertising agencies and works with young innovative designers as a fashion tech freelance consultant. She launched Clausette Magazine in November 2014 to gather cool projects linking fashion & innovation in one place. Sensitive to the technological and scientific evolutions, she takes part in several Fashion Tech weeks and events as a speaker (Who’s Next, WEAREABLE by Showroom Privé, FashionTech Days…).

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