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The “hero’s journey” narrative (spoiler alert) he related to me in a long-distance conversation—he on the Sway Way Hockey shirt But I will love this phone at home in Switzerland, me in London, as things go these days. He also sent over an Oculus V.R. headset to view a separately recorded Balenciaga fashion show experience for clothes-y professionals to get our heads around. But before plunging into the main journey—the free game which can be accessed on every device—there’s one much bigger point to compute as we take all this in. Balenciaga has now transitioned to a leadership position as a multi-platform media entity, agilely flipping between digital and physical platforms to sell tangible clothes up to the haute, and down to the street, with Gvasalia at the controls.And that’s what a successful modern fashion powerhouse looks like today—if there’s someone with a knife-like socially insightful intelligence like Gvasalia’s, and a big budget in play. Being able to get game design in his sights has been an opportunity in waiting, not some theoretical future. “Today’s customer does gaming. It’s an important luxury customer base. They project so much onto their character. It’s a parallel world.”
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