In order to understand the impact of the new collaboration between two true icons of contemporary popular culture such as Fortnite and Balenciaga, it is necessary to analyze how the world of video games has totally swept the market in an absolute sense.
In 2020, the global video game industry touched $175 billion in revenue with more than 2.7 billion gamers spread across the globe. As far as professional Esports competitions are concerned, a revenue of about $1.5 billion has been recorded and the estimate is constantly growing.
These are the data that emerge from the study “Gaming & Esports” carried out by Growth Capital Cross Border, a leading advisor in Italy for capital increases and extraordinary finance operations for startups and SMEs.
It is clear that the joint venture between Fortnite – a video game with 350 million players on a global scale – and Balenciaga, is something that goes beyond the concept of a simple collaboration but at the same time exploits its full potential, elevating it to the nth power.
Fortnite is not only a video game and Balenciaga is not only a fashion house, the two players involved are a plus in themselves.
Over the past two years, Epic Games‘ video game has been involved in unique cross-media collaborations such as Travis Scott and Ariana Grande concerts, crossovers with the Marvel universe, with Rick & Morty, the NFL and more.
The collaboration consists of a series of in-game outfits inspired by the models seen on the runways of the French fashion house. The looks involve the game’s most popular characters – Ramirez, Knight, Doggo and Banshee – and physical items including tees, hoodies, crewnecks, caps and denim jackets.
This collaboration is just the tip of a very large iceberg ready to be brought to the surface and that will change the way we conceive the fashion-luxury world.
