Balenciaga is using augmented reality to raise awareness about regenerative agriculture. 

Balenciaga is using augmented reality to raise awareness about regenerative agriculture. Through the luxury brand’s new Regenerative Agriculture Experience, smartphone users will be able to “choose one of two playable characters and place a virtual farm into the AR world” within the brand’s website. The experience will lead visitors through the process of “planting seeds, watering crops and more while teaching them about topics such as intercropping and composting.” To promote the experience, the brand is pledging to invest in eDNA, “an innovative technology developed to measure and monitor biodiversity by detecting traces of DNA in the environment.” YPulse’s Sustainability report shows young consumers actually want brands to teach them about the environment: over a third of Gen Z say brands should be educating consumers about the best way to be more environmentally friendly. (Adweek)