Olivier Rousteing himself invites visitors into the French luxury label's immersive digital hub to learn about the latest collection

Lockdown hasn't stopped Paris-based design house Balmain from showcasing its wares—in a new, avatar-led format.

This summer, the luxury brand's creative director Olivier Rousteing shared via his personal Instagram account clips of a Virtual ShowRoom experience spotlighting wares from an aptly dubbed “Zoom collection.” The digital hub invites audiences into a simulation of Balmain's design headquarters, where Rousteing's avatar greets visitors and lets them explore the new collection through a “Lookbook” and a “Keylook” portal. Inside, viewers can browse through merchandise sported by shiny silver mannequin-like characters and navigate through related details, such as the item's materials, colors and style number.

Upon sharing one of several clips of the Virtual Showroom, Rousteing left the comment, “Where heritage meets technology”—perhaps speaking to the brand's aim to continually evolve in a way that stays true to its roots. The experience is one of many innovations PSFK researchers highlighted in a recent paper about how to provide immersive browsing experiences that build consumer confidence when making remote purchases—a common pain point. Check out more inspiring examples here.