Balenciaga wants to teach you how to farm in AR
Balenciaga, a luxury fashion brand, is supporting regenerative agriculture through augmented reality (AR) and eDNA technology.
A screen capture of the AR farm in the Balenciaga Regenerative Agriculture Experience. Courtesy: Balenciaga
In celebration of Earth Day, April 22nd, 2023, the famed French fashion house, Balenciaga, has launched the Balenciaga Regenerative Agriculture Experience, an augmented reality (AR) tool that allows users to farm crops virtually using sustainable techniques that, when used in real life, can improve soil health. The AR experience also educates users on intercropping, crop rotation, agricultural waste, and composting.
Regenerative agriculture is an approach that seeks to revitalize the soil and regenerate the natural environment. It is a more sustainable and environmentally friendly way of farming that takes into account the long-term health of the land, its natural resources, and biodiversity. By implementing regenerative agriculture practices, farmers can restore soil health, reduce soil erosion, and enhance the natural fertility of the land. This can lead to increased crop yields, improved water retention, and higher carbon sequestration.
Video of Balenciaga’s regenerative agriculture experience. Courtesy: Balenciaga
Balenciaga is also investing in eDNA technology, which can measure and monitor biodiversity by detecting traces of DNA in the environment. This technology provides accurate data to help corporations, landowners, and farmers get a better understanding of an ecosystem’s health. Epiterre, part of the Regenerative Fund for Nature, leads a project that uses eDNA to restore ecological balance and 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 having an impact. As a result, the use of eDNA is vital.
Balenciaga’s support for regenerative agriculture through its AR experience and the support of eDNA technology is a significant contribution to raising awareness about sustainable agriculture. The brand’s involvement is helping to highlight the importance of using innovative technologies to restore ecosystems and safeguard livelihoods while producing healthy and nutritious food. It also emphasizes the role that fashion brands can play in promoting sustainable agriculture practices and reducing their environmental impact.
