# Hyper-Futuristic Fashion Runways Balenciaga Presents Its Line in an Immersive Digital Environment By Kalin Ned | Published 2018-10-03 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/immersive-digital-environment References: [dezeen](https://www.dezeen.com/2018/10/02/balenciaga-demna-gvasali-spring-summer-2019-paris-fashion-week/) & [balenciaga](https://www.balenciaga.com/gb) During Paris Fashion Week, high fashion label [Balenciaga](https://www.trendhunter.com/trends/balenciaga-by-demna) introduces its Spring/Summer 2019 collection in an immersive digital environment. The [hyper-futuristic runway](https://www.trendhunter.com/trends/reinventing-the-runway) boasts narrow curved tunnels with semi-reflective flooring. The mode of presentation is a subtle commentary on how technology affects the human agent. To add a sense of dystopian artistry, Balenciaga utilizes the digital installations of Canadian creative Jon Rafman. Throughout the Spring/Summer 2019 presentation, the immersive digital environment shifted its images, producing different realities that included "digital renderings of ocean waves, [...] bright red volcanic lava," computer matrixes and more. Balenciaga's silhouettes were described by the label's creative director as "neo-tailored." With a next-generation approach to fashion, the hyper-futuristic immersive digital environment brought together set design and high fashion. Photo Credits: Monica Feudi / Indigital.tv, Dezeen ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 97% | Activity: 95% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### What's Driving This Trend - **Immersive Digital Environments:** The use of immersive digital environments in fashion presentations can create a unique and futuristic experience for consumers. - **Dystopian Artistry:** Incorporating dystopian artistry into fashion shows can enhance the overall aesthetic and storytelling of a collection. - **Neo-tailored Fashion:** Fashion brands that embrace a neotailored approach can create innovative and modern silhouettes that appeal to the next generation. ### Who This Affects Most - **Fashion:** The fashion industry can leverage immersive digital environments and dystopian artistry to create innovative and captivating runway experiences. - **Technology:** Technology companies can collaborate with fashion brands to develop immersive digital installations that push the boundaries of creativity and user experience. - **Art and Design:** Artists and designers specializing in dystopian artistry can find opportunities to collaborate with fashion brands to create visually stunning and thought-provoking runway presentations. ## Related on Trend Hunter - [Pixelated Runway Displays](https://www.trendhunter.com/trends/pixelated.md) - [Contemporary Fashion Retrospectives](https://www.trendhunter.com/trends/balenciaga-by-demna.md) - [Reimagined Digital Fashion](https://www.trendhunter.com/trends/deep-23.md) - [High Fashion Mud Runways](https://www.trendhunter.com/trends/balenciaga-2023-runway.md) - [Futuristic Robotic Wearables](https://www.trendhunter.com/trends/ikeuchi-hiroto.md) - [Immersive 3D Fashion Exhibits](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition.md) - [Futuristic Statement Fashion](https://www.trendhunter.com/trends/the-future-is-not-set.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md)