What: Players will be able to buy virtual clothes and accessories with Fortnite’s in-game currency, while all customers will be able to buy co-branded physical products in stores and online. A marketing campaign that will appear on billboards in cities like New York and Tokyo, as well as in Fortnite itself.

Why it is important: After Gucci with Animal Crossing or Roblox, Balenciaga and Fortnite are bringing the physical and virtual worlds even closer together by offering both digital and real products. The giant in the gaming world has 400 million registered accounts.

The in-game clothing will include outfits for four of Fortnite’s popular characters inspired by real-world looks from Balenciaga collections. Fortnite players will be able to unlock some of the Balenciaga products by performing tasks in the game. Other items will have to be purchased using V-Bucks, Fortnite’s in-game currency. The most expensive items cost 1,500 V-Bucks, roughly equivalent to USD 12.

One hoodie worn by Doggo, an anthropomorphised dog, bears both Balenciaga and Fortnite branding, and physical versions will be available for purchase in different colours through Balenciaga. The brand will also sell items such as T-shirts, hats, dress shirts and a denim jacket as part of its line with Fortnite.

The project isn’t the first time Balenciaga and Epic Games worked together. Last year, Balenciaga created a game called “Afterworld: The Age of Tomorrow” to showcase its Autumn/Winter 2021 collection.

Balenciaga and Fortnite Are a Match Made in the Metaverse