Following Afterworld, Balenciaga deepens its engagement with the gaming industry by entering the massively popular PUBG platforms.
Summary
- Balenciaga is the first luxury fashion house to partner with the PUBG franchise, including both PUBG: BATTLEGROUNDS and PUBG MOBILE.
- The collaboration features in-game looks inspired by the 52nd Couture Collection and the Winter 2025 line, alongside a physical merchandise collection.
- Custom Balenciaga bomber jackets will be awarded to the winners of the 2025 PUBG Global Competitions in Bangkok.
Balenciaga announced a partnership with PUBG: BATTLEGROUNDS. This is the first time the gaming franchise, which reports over one billion downloads worldwide and top rankings in more than one hundred countries, has linked with a luxury fashion house.
This move continues Balenciaga’s interaction with the gaming sector. Following its own project in game design, Afterworld: The Age of Tomorrow, and work with other major global gaming brands, the house is engaging with the leading entertainment industry. Balenciaga recognizes the gaming industry’s position, having surpassed both film and music in recent years, seeing it as a space for real-time self-expression.
The collaboration, which includes in-game content, merchandise, and gifts for tournament winners, identifies a convergence between the cultural roles of fashion, gaming, and eSports. It points to their shared interests in creativity, technology, and found community.
The partnership spans both the original PUBG: BATTLEGROUNDS, the 2017 game that pioneered the genre where players compete to be the last one standing, and the widely played PUBG MOBILE. Balenciaga in-game content, combining the brand’s design aesthetics with PUBG’s identity, will be introduced in stages.
For PUBG MOBILE players, the exclusive digital pieces pull directly from recent Balenciaga presentations. There is a Couture Armor look inspired by a 3D-printed dress from the 52nd Couture Collection. From the Winter 2025 Collection, players can unlock a pink corset-fitted puffer, a Standard logo T-shirt, distressed jeans, a super-fitted hoody, a trompe l’oeil tied sleeve miniskirt, and thigh-high stiletto boots. Accessories include a blue fur helmet and digital versions of bags from the Explorer, Le City, and Superbusy lines, covered with piercings.
The connection is not just digital. A series of physical merchandise is available on balenciaga.com and in select stores in the United States, Australia, Saudi Arabia, Singapore, South Korea, Thailand, and the United Arab Emirates. The items include a signature fit T-shirt and cap in faded black. Each features the logos of Balenciaga, PUBG: BATTLEGROUNDS, and PUBG MOBILE in dark yellow on all sides. A bag charm consists of a mini pierced Explorer Backpack and a leather logo-stamped card.
The connection extends to the competitive eSports scene. Acknowledging the 2025 PUBG Global Competitions for mobile and PC, taking place in Bangkok from December 12th to the 14th, the winning teams will be granted physical, custom Balenciaga bomber jackets. These jackets showcase a classic Balenciaga silhouette and a variety of exclusive, hand-stenciled effect graphics. The partnership will also be shown at PUBG UNITED 2025, the first combined global stage uniting both games.
