For Earth Day Balenciaga created its own Animal Crossing

Confirming its commitment to regenerative agriculture, the cultivation process that works with respect for the soil, Balenciaga has launched the Regenerative Agriculture Experience. Starting on 22 April, Earth Day, it will be possible to access an Animal-Crossing-like augmented reality universe via any smart device. Flanked by an expert farmer - virtual, of course - players will be able to take care of a plot of land by learning how to care for an ecosystem, real or otherwise, following proper sustainable techniques that improve soil health. 

From intercropping to crop rotation, from agricultural waste to composting, the game offers a veritable instruction manual for agriculture using AR to make information accessible. The Balenciaga Regenerative Agriculture Experience will be complemented by the fashion house's investment in eDNA, the innovative technological tool to monitor biodiversity and DNA traces in the environment, working with companies, landowners, and farmers to recognize the needs of their plots and their ecosystems. In addition, a project supported by Epiterre, Regenerative Fund for Nature, will involve eDNA in an initiative aimed at regenerating the ecological balance and preserving the produce of the Occitane region of France, using the cutting-edge performance of the technology to analyze the results of the latest strategies adopted by the association to protect the ecosystem.