Balenciaga launches an immersive experience with Apple Vision Pro

Balenciaga has just launched the first phase of an app developed for Apple Vision Pro, which allows users to experience its collections through the mixed reality glasses.

Among the highlights of the Balenciaga | Apple Vision Pro app is the ability to experience the Balenciaga Spring 25 runway show, which took place in Shanghai on May 30, in a completely new way. Users will be able to enjoy exclusive drone views and stereoscopic footage, complemented by an interactive lookbook and access to content from past collections. This feature allows users to explore Balenciaga’s creations in a virtual space that faithfully reflects the detail and ingenuity of the brand’s physical garments.

Since Demna took over the helm of Balenciaga in 2015, the fashion house has shown a firm commitment to digital innovation, and to apple. In 2020 Balenciaga teamed up with Apple Music for Demna to produce a playlist on the occasion of the “Hello, My Name Is Demna” merchandising. During the FW22 fashion show, a model walked the runway wearing a hoodie with an apple (no bite) and the slogan “Be Different”, which was a clear reference to the tech multinational’s “Think Different” moto. In that same fashion show, instead of the traditional invitation, Demna decided to send a broken iPhone 6 engraved with the logos of both brands, and the place, date and time of the show.

Now, the collaboration with Apple Vision Pro is further proof of its willingness to explore and embrace cutting-edge technologies that push the boundaries of fashion and technology. The Balenciaga | Apple Vision Pro app uses a simplified and intuitive interface that facilitates interactions with content, integrating seamlessly into the wider Apple ecosystem. This allows users to fully immerse themselves in the experiences offered, exploring the Balenciaga collections in a way that was not possible before.

The development of this app has been made possible through a collaboration with Atomic Digital Design, a company renowned for its expertise in digital design. Together, they have created a platform that not only showcases Balenciaga’s collections, but also opens up new possibilities for future content updates and innovative features.

With this app, Balenciaga continues its exploration of the opportunities offered by technology, ensuring that its digital presence remains as influential and cutting-edge as its physical collections. Users can look forward to future updates that will provide exceptional new ways to interact with the brand, cementing Balenciaga as a leader in the integration of fashion and technology.

The Balenciaga app is now available through the App Store for Apple Vision Pro users in Australia, Canada, France, Germany, United Kingdom, Mainland China, Hong Kong SAR, Japan and Singapore.