Drag

Sunshine & Balmain Partner with Oculus for SS19 Paris Fashion Week

Sunshine began working with Balmain in November 2017. Our nearly year-long partnership has allowed us to explore and utilise new avenues within technology - starting with a bespoke VR experience - that offers an immersive reflection of Olivier’s design journey.

As part of Balmain’s continual commitment to democratise of the runway, we partnered with Oculus and Facebook to open up the SS19 show for a new global audience. Over 200 Oculus Go headsets were gifted to influencers around the world, who were able to tune in to experience their own virtual seat on the FROW. In addition, a 360 livestream on Facebook allowed even more fans to be immersed in the show, from wherever they were in the world.

Cara Delevingne walks the Balmain Spring 2019 show

Olivier Rousteing may be at the helm of a circa 1946 French fashion house, but he's always said he's part of the click generation, and more than any other designer, he's pushing the new frontiers of digital communication.

For his Spring 2019 collection shown at Paris Fashion Week, he was inspired by the very old (specifically ancient Egypt and the Napoleonic era relics of it scattered around Paris) and the very new, partnering with VR firm Oculus and Facebook 360 to offer viewers at home the same 360-degree view of the runway.

Using new technology to enhance the catwalk (and shopping) experience is part of Rousteing's dream of becoming fashion's most future-thinking brand and follows his introduction of a custom Beats by Dre headphone collection at the opening of the Melrose store in Los Angeles in 2017 and a VR Oculus headset experience at the new Milan store soon after. Both projects were designed to help fans (he has 5 million on Instagram) get a window into his creative process.