CEO Cedric Charbit. Scott and Charbit were involved in two of 2020’s most successful digital experiments: Moschino’s marionette runway show and Balenciaga’s Afterworld video game. Their conversation with Devlin and Phelps ranged from the challenges of embracing new technology; “flipping the script” so the audience becomes the protagonist, not the models; and their predictions for fashion in 2021 and beyond.
editor Chioma Nnadi, the key takeaway was the opportunities that arose last year—not the restrictions.Photo: Courtesy of Balenciaga“Innovation and exploration is very much a part of who we are at Balenciaga,” Charbit said, reminding us of the ways Balenciaga has already incorporated technology into its shows, like the immersive video screens of. He then revealed a fact we didn’t know: “In the 1950s, Cristòbal Balenciaga was taking videos of his shows instead of hosting them,” he said.
What would Cristòbal think of Afterworld? Charbit explained the “intense” process of developing the game in just six months, from creating the environments and avatars of Balenciaga models to actually making the game available across the globe. A standard runway show video requires around 2GB of cloud space; Balenciaga’s game needed 80GB. “The technical scope was very wide, and we knew very little—I want to be super humble about this,” he said.
Soon TikTok will be the non-negotiable platform determining a brand’s social success. Thoensen said 2020 saw more fashion houses and media companies,, join the platform than ever. “TikTok offers an accessibility in fashion that I think has never been seen before,” he said. “Fashion has felt largely intimidating… and our platform feels participatory. Fashion has been a one-way conversation for so many years, whether it’s through media companies or fashion houses.
In July, Olivier Rousteing celebrated Balmain’s 75th anniversary with an archival fashion show on a boat cruising along the Seine. Most of us experienced #BalmainSurSeine through his Instagram.Nnadi pointed out
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