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Balenciaga has released the first phase of an app for the Apple Vision Pro, a $3,499 headset computer that Apple debuted in the US in February.
The app lets Apple Vision Pro users see exclusive drone views and stereoscopic footage of the luxury house’s Spring/Summer 2025 show, originally held in Shanghai on May 30. It also includes access to an interactive Balenciaga lookbook and past collection content.
The new app comes as brands and retailers have started exploring the opportunities offered by the Vision Pro’s virtual and augmented-reality capabilities. Gucci, also a Kering-owned label, released its own Vision Pro app in April that let users access an immersive mini-documentary on creative director Sabato De Sarno designing Gucci’s Spring/Summer 2024 “Ancora” show. Retailers including Mytheresa, J.Crew and E.l.f. Cosmetics have released apps focused more on shopping than on the brand storytelling favoured so far by Balenciaga and Gucci. Balenciaga said in a release that it will introduce new updates and features for the app in the future.
While the Apple Vision Pro was met with a great deal of excitement, sales have gotten off to a slow start. As reported by Bloomberg, market tracker IDC has estimated that Apple won’t sell 500,000 units of the device this year, and US sales are expected to decline 75 percent in the current quarter. Apple only began selling the device internationally in late June.
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Fashion Is Already Trying to Cash In on Apple’s Vision Pro
Mytheresa, J.Crew and E.l.f. Cosmetics are among the retailers to have developed apps for the newly launched ‘spatial computing’ headset as they try to leverage its capabilities for more immersive, emotional shopping experiences.
