1. Balenciaga Introduces Innovative App for Apple Vision Pro
Balenciaga has made a significant leap into the realm of augmented reality with the release of its new app for the Apple Vision Pro, a cutting-edge headset that debuted in the US earlier this year. Priced at $3,499, the Apple Vision Pro offers an immersive experience, allowing users to engage with exclusive drone views and stereoscopic footage of Balenciaga’s Spring/Summer 2025 show, originally held in Shanghai. This app also features an interactive lookbook and content from past collections, highlighting Balenciaga’s innovative approach to brand storytelling. The launch comes as luxury brands and retailers explore the potential of virtual and augmented reality; Gucci, another Kering-owned label, introduced its own Vision Pro app in April, focusing on an immersive mini-documentary about creative director Sabato De Sarno’s work on Gucci’s Spring/Summer 2024 show.
While some retailers like Mytheresa and J.Crew have developed apps centered on shopping, Balenciaga’s app emphasizes a rich, narrative-driven user experience. Despite the initial excitement surrounding the Apple Vision Pro, its sales have been slower than anticipated, with market tracker IDC estimating less than 500,000 units sold this year and a 75 percent decline in US sales this quarter. Nevertheless, Balenciaga remains committed to enhancing its app, promising future updates and features that will further integrate fashion with advanced technology.
2. Adidas and Thom Browne Battle Over Stripes in London Court
Adidas and Thom Browne have taken their ongoing legal battle to London’s High Court, marking the latest chapter in a global dispute over their respective striped trademarks. The conflict began in 2021 when Thom Browne, known for its distinctive four-bar stripe pattern, sued Adidas in London to revoke several of the athletic wear giant’s trademarks featuring its iconic three-stripe motif. This move followed a previous change in Thom Browne’s design from a three-bar to a four-bar pattern in 2007 after Adidas raised complaints. Adidas, on the other hand, is countersuing Thom Browne for trademark infringement, accusing the fashion house of leveraging its four-stripe design to encroach on Adidas’ brand reputation and market presence, particularly after launching a sportswear range in 2020.
The contention escalated as Adidas highlighted Thom Browne’s collaborations with high-profile sports figures and teams, such as NBA star LeBron James and Barcelona, suggesting an intention to further penetrate the sportswear market. This high-stakes courtroom drama is not new; the two brands previously clashed in the United States, where a jury dismissed Adidas’ claims, a decision later upheld on appeal. Additionally, Thom Browne is pursuing separate litigation against Adidas in the Netherlands and the European Union Intellectual Property Office. As the trial unfolds, Thom Browne’s lawyer argues that Adidas’ aggressive trademark strategy threatens the creative freedom of fashion designers, while Adidas maintains that Thom Browne’s actions undermine its established market position. The trial is expected to conclude next week, potentially setting a precedent for future trademark disputes in the fashion industry.
3. Coperni to Host SS25 Show at Disneyland Paris
Coperni is set to elevate the fashion world by hosting its Spring/Summer 2025 show at Disneyland Paris, famously known as “The Happiest Place on Earth” and Europe’s largest theme park. Scheduled for October 1, this unique venue choice during Paris Fashion Week highlights Coperni’s commitment to blending modern femininity with the magic and nostalgia of Walt Disney Animation Studios. The French label, celebrated for its innovative and memorable presentations, aims to capture the glamour, fanfare, and strength of princesses and powerful women alike. Past highlights from Coperni include the Air Swipe Bag, made of 99% air and 1% glass, and the iconic spray-on dress worn by Bella Hadid for SS23. By choosing Disneyland Paris, Coperni promises to deliver another conversation-starting spectacle that pays tribute to childhood wonder and the enchantment of Disney. As anticipation builds, the fashion world eagerly awaits the brand’s latest creative endeavor in this iconic and magical setting.
4. Coach Launches Digital Fashion Campaign in Roblox and Zepeto
Coach has entered the metaverse with its ‘Find Your Courage’ campaign, making its debut on Roblox and Zepeto platforms. This initiative aims to make high-end fashion more accessible and interactive, allowing users to explore and discover their identities through digital iterations of Coach’s Spring 2024 collection. The campaign features the virtual human, Imma, who embarks on a journey of self-discovery across themed worlds, each offering ready-to-wear pieces and accessories, including the Quilted Tabby bag. On Roblox, the collection is available via Fashion Klossette and Fashion Famous 2, while in Zepeto, Coach becomes the first luxury brand to release a limited-edition item, featuring a video booth inspired by the campaign and a virtual store. The initiative extends into the physical world with Coach House in New York City transformed into a pop-up reflecting these collaborations until July 21. Sandeep Seth, Coach Global CMO and chief growth officer, expressed excitement about this innovative leap, highlighting the brand’s efforts to connect with a younger, digital-first audience and create a space for individual expression and style.
