In a break from their newest collection, Balenciaga is going digital and partnering with PUBG. Gaming culture has moved mainstream, and thus it is a perhaps strange yet natural progression from a brand that has always treated the future like a playground.

Images courtesy of Balenciaga

PUBG’s scale is massive. With over a billion downloads and a top ranking across major continents, the game defined modern “battle royale” gameplay. This isn’t a first for Balenciaga, with past collaborations with Afterworld: The Age of Tomorrow. The brand seems to understand that the largest runways are digital now, whether it’s a livestream or an immersive game.

The collaboration spans both games, PUBG: Battlegrounds and PUBG Mobile. Stylized looks connect the brand’s dystopian glamour with the rugged identity of PUBG. On mobile, players can unlock the infamous Couture Armor set, inspired by 3D-printed couture. Alongside that are pieces pulled from newer seasons: a pink corset-puffer, a trompe l’oeil tied-sleeve miniskirt, fur helmets, thigh-high stilettos, and piercing-covered bags.

Images courtesy of Balenciaga

With this new release, the line between digital and the real world blurs. Select Balenciaga stores are selling capsule merch: a washed-black tee, a cap, and a pierced mini Explorer bag charm, marked with Balenciaga and PUBG logos in yellow. Balenciaga will also be dressing the winners of this year’s PUBG Global Competitions with custom bombers.

Images courtesy of Balenciaga

The collab will take center stage at PUBG UNITED 2025, where both versions of the game share a global stage for the first time. A perfect union for a collab that feels less like a crossover and more like a merger of worlds.