In celebration of Earth Day April 22nd, 2023, Balenciaga continues its commitment to raising awareness about regenerative agriculture with the launch of Balenciaga Regenerative Agriculture Experience. Accessible via any smart device, users can farm crops in augmented reality (AR) using techniques that, when implemented in reality, improve soil health. Users choose a farmer to lead it around virtual landmarks, tasked with growing successful harvests. They learn about intercropping, crop rotation, agricultural waste, and composting along the way.
In addition, Balenciaga will invest in eDNA, an innovative technology developed to measure and monitor biodiversity by detecting traces of DNA in the environment. The data that eDNA provides helps corporations, landowners, and farmers to get a more accurate picture of an ecosystem’s health. eDNA is used on a project led by Epiterre, part of the Regenerative Fund for Nature. This project seeks to restore ecological balance and to safeguard livelihoods in the Occitanie region of Southwestern France. Certain agricultural strategies can be used to sustain or improve a habitat’s health, but without accurate data and metrics, it is difficult to know if these strategies are in fact working. This is why eDNA technology plays an important role in restoring ecosystems.