Balenciaga launches its collaboration with Automobili Lamborghini

The luxury house, which will welcome its new artistic director this summer , is launching the marketing of its fashion collection designed in partnership with the Italian manufacturer.

Fashion, automobiles and the gamification of luxury.

On Balenciaga's social media accounts, the asphalt rolls under the wheels of a Lamborghini Revuelto . Broadcast livestreamed to coincide with the store launch of the Balenciaga | Automobili Lamborghini collection, these videos are intended to provide a fairly literal account of the drive-to-store concept by describing the routes that lead to several of the brand's flagship stores.