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How Balmain Will Bring Its Fall Fashion Show To The Metaverse

This year, luxury French fashion brand Balmain is focusing on delivering experiences to its discerning customers via the web3. This will include the September 2022 Balmain Festival, which will be a digital reimagining of its fashion show that will include the fruits of a partnership with the premium market and studio MintNFT. He will continue Balmain’s journey with the company’s non-fungible yarn that was announced in May.

Shifting from a 2021 NFT strategy that aimed to entice customers to try Balmain’s NFTs, the brand is now focusing on the long term, launching a dedicated non-fungible thread that allows customers to be part of the metaverse journey with the brand. . The non-fungible feed acts as an access point to the Balmain metaverse roadmap and tracks customers’ Balmain purchases, unlocking exclusive experiences and benefits over time.

Speaking about the Balmain partnership, MintNFT Founder and CEO James Sun said each person’s experience with a luxury brand is non-fungible and unique, but described that experience as a hard thing to track in the space. physical.

“If someone buys a dress, the Balmain store knows who bought it. But often the [customer] the experience is relegated to two points: when the person makes the purchase and when they wear it, and that’s about it,” he said. “If you could capture every essence of a person’s experience with the brand in a non-fungible thread that runs through the customer journey, that would change that experience.”

This weaving of digital and physical experiences will be illustrated by the pairing of Balmain’s physical product launches. with digital twin NFTs that prove ownership and eventually unlock community benefits. More recently, Balmain released a Unicorn sneaker last Friday in partnership with artist Jeff Cole,

Balmain has been in the metaverse game longer than most – in fact, long before the concept of NFTs became mainstream. “For us, the metaverse is just the logical evolution of what’s happened over the past few years with the various projects we’ve launched,” said Txampi Diz, CMO of Balmain.

In 2018, Balmain was the first luxury brand to launch a digital filtered in Snapchat, which featured the first digital accessory. The same year, he created a concept store VR experience, in collaboration with Oculus. Since then, it has been among key metaverse launches, such as the digital flame dress featured in Vogue Singapore in 2020. “These are activations that people today would consider part of a web3 metaverse strategy brand,” Diz said.

Now, Balmain sees the long-term possibilities of the metaverse through its physical and digital experiences, under the direction of creative director Olivier Rousteing. Rousteing has increased the brand’s annual revenue sevenfold since its debut in 2011. Next, the brand will launch a genderless fine jewelry line this summer that may include an NFT component.

“Obviously with a jewelry line, an NFT launch would definitely be a good opportunity,” Diz said. “The key is finding the right opportunity to create the right narrative around it to make the project more appealing.”

One of the main ways Balmain opened up to the public is through its rebranded seasonal fashion show which it now calls the Balmain Festival. It accommodates up to 6,000 guests in person with one paid entrance and a second entrance open to the public. The third edition will take place in Paris on September 28. “The festival activations will be a milestone, which means we will be able to show Balmain’s vision on web3 and Balmain’s direction, in terms of integrating web3 into our strategy,” Diz said. “That will be the start of the next episode.”

With the MintNFT partnership, existing non-fungible thread holders and fans on the brand’s social media channels will be able to receive exclusive access to the event and future festivals. “For us, the concept behind the Balmain Festival is: how can we make a fashion show not a fashion show, but make it more relevant, more interactive and more impactful for the general public? digital?” Says Diz.

The brand is currently working with MintNFT to provide access to an event taking place during Paris Fashion Week to its physical and digital audience. He also envisions augmented reality as a way to immerse his audience in the shows. “Going forward, we want to be able to embed video content into broadcasts that would only be available to those who have our NFTs,” Diz said. “For us, it’s not about creating a completely separate strategy around the metaverse and web3. The main focus and challenge is how to integrate web3 into our brand strategy. »

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