Julien Fournié on merging the divergent worlds of fashion and gaming



While fashion weeks have turned to digital platforms since 2020, French designer Julien Fournié, a firm believer that haute couture is about dreaming, has re-imagined an upgraded web experience.

Quite the revolutionary, Fournié has gone where no couturier has gone before through merging haute couture with video games via his partnership with the leading Chinese multinational technology conglomerate Tencent and its popular PUBG Mobile game.



Covid pandemic: Julien Fournié refuses to show his Haute Couture collection on the runway

Paris, January 17th, 2022

Maison Julien Fournié has finally decided to cancel  its  Haute Couture runway show scheduled in the official Haute Couture calendar on Tuesday January 25th  at 3:30 p.m. (Paris time).

“It does not seem reasonable for us to organize a runway show, under the present circumstances due to the Covid epidemic,” declares Julien Fournié.

“Even if we have carefully respected  all the regulations so far, and would have done the same for the runway show, we do not wish to expose guests at our event to the existing risk of contamination in an enclosed venue. Moreover, respect to the entire chain of collaborators, partners, press professionals who are joining our team to work backstage (models, make-up artists, hairdressers, dressers, photographers, television crews) we would feel responsible – in case  of accidental contamination – for this entire chain of key players who are working intensely during this period, coming and going from one show to the next one. »

Julien Fournié

On line film presented Tuesday January 25th at 3:30 pm (Paris time)

To present his “First Love” collection, which takes Haute Couture into the metaverse, Julien Fournié has chosen once more an online film, to be presented on his website and on the digital platform of the Haute Couture Federation, and many other fashion media, on Tuesday January 25th at 3:30 p.m. (Paris time).

“At the time when we can make the virtual world coincide with the real one, it would be embarrassing for us to create or contribute to a real cluster when our collection is already embodied in a virtual universe.”

Julien Fournié

As the first Haute Couture designer to include his designs in the metaverse via the online video game PUBG MOBILE – which is bringing together millions of players around the world – Julien Fournié will propose its  players, thanks to an unprecedented collaboration, two complete virtual outfits from this Haute Couture collection to dress up their avatars.

Private visits

Nothing will prevent Haute Couture customers from ordering their one-of-a-kind outfits after seeing the film of the season. Julien Fournié wil also receive them one by one in his showroom during Haute Couture week and visit them on private trips in a more discreet and secure environment respect to the traditional runway show bringing together a large audience.

After three consecutive seasons without runway presentations for Haute Couture houses and however  difficult it has been to take this decision, Maison Julien Fournié Haute Couture has resolved to favor health security.

“All things considered, we prefer to contribute to the temporary reduction of contacts to avoid filling up intensive care units in overloaded hospitals. We don’t want to spoil everything for a few minutes of a presential runway show. We hope, as soon as possible, to express our joy in organizing and sharing a Haute Couture fashion show without constraints, among which this question of responsibility ranks in the first place. “

Jean Paul Cauvin C.O.O. at Julien Fournié

Don’t miss any of our news and live behind the scenes of the Julien Fournié House


Julien Fournié virtuoso of virtual Haute Couture

le figaro magazine logo

In sight

Julien Fournié virtuoso of virtual Haute Couture

This great fashion designer invests in the metaverse to make his unique and very real creations available to his customers in a digital world.

“I want to bring together innovation and tradition. These new technologies are an opportunity. We can showcase our world and that of all the crafts we work with, such as feather workers, glass blowers, embroiderers, etc. With the virtual, these worlds that seem so far away for some are within reach; we can immerse ourselves in the world of haute couture, wear exceptional outfits and, why not, give birth to vocations”. 

Julien Fournié

Julien Fournié’s inspirations

Julien Fournié tells about his inspirations for his Haute Couture creations.

Watch the video

Julien Fournié talks about his inspiration in a video broadcast by Ergo Sum, High-end ezine, Ergo Sum highlights a European art of living rooted in tradition and heritage in the fields of fashion, gastronomy, design, culture …

Subscribe our Newsletter