There are collaborations that feel as though two logos met in a licensing meeting. Then there are collaborations that install a vintage arcade cabinet in a Balenciaga store and let you play Sonic the Fighters on it.
Balenciaga and SEGA have gone with the second option. The capsule pulls Sonic into the house’s world with oversized black shapes, electric blue graphics and a brilliantly overdone heavy-metal version of his name.
The best image has Sonic leaping out of a screen as a hologram while wearing Balenciaga Jet trainers. It is ridiculous, very specific and therefore infinitely better than a tiny hedgehog embroidered politely near the hem.
There is a Japan-exclusive varsity jacket and long-sleeved T-shirt, plus a wider run of bombers, oversized tees, hoodies and caps. The first pieces launched in Japan on 15 September, with the international release following on 22 September.
The real win, though, is the Aoyama shop installation. One original SEGA Blast City cabinet sits in the window; another is switched on inside. Shopping should occasionally involve beating somebody at a 1996 fighting game.
Verdict: Sonic has worn stranger things. Very few have looked this good.
See Balenciaga x SEGA ↗