Balenciaga’s New Vamped Up Virtual Reality

July 12, 2011 • Fashion Blog

Vibrant images from Balenciaga's new site

French fashion house Balenciaga has finally decided to step it up and join the rest of the luxury sector with an increased web presence. Expected to go live this week, the label’s newly revamped website will be brimming with all kinds of fun new features, including 3,000 photographs and 200 videos displaying runway ready-to-wear.

“It’s important to be able to show things in movement,” creative director Nicolas Ghesquière told WWD, adding he has future plans to enlist both “visual artists” and famous photographers to produce short movies for the site. “It’s almost like a daily magazine now: It has to be really alive,” he said. “Like everyone, we want to have a good amount of traffic.”

The first short film, done by famed photog Steven Meisel will showcase Balenciaga’s resort collection and is due to drop any day. Ghesquière also said he plans to detail the site with behind-the-scenes videos of his campaign shoots and shows and aims to be the first to document the backstage drama at a Balenciaga runway show in Paris Fashion Week. Other notable features to the new site include the option to share, buy or view full-screen articles covering capsule lines, archive-inspired Edition pieces, men’s wear and accessories.

The Heritage section of Balenciaga's new site, featuring Old Hollywood screen sirens in Balenciaga fashions

With the site’s potential already booming, Ghesquire’s future goals will include increased presence on Twitter, Facebook and Youtube. But for now, Ghesquire and his team are proud parents of their new high-def, multi-functional baby. “It’s very serious. I love that as a perfectionist. I think it’s great to show how much we work on the quality,” he noted. “It was important to make it beautiful, sharp and very functional and technical, too.”


-Alia Rajput

Article and Photo Source: WWD

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