How Balmain will bring his fall fashion show to the metaverse

This year, luxury French fashion brand Balmain is focused on providing experiences to its discerning customers via web3. This will include the Balmain Festival in September 2022, which will be a digital reinvention of his fashion show that will include the fruits of a partnership with the premium marketplace and the MintNFT studio. He will continue Balmain’s journey with the Non-Fungible Thread company announced in May.

Moving from the NFT strategy for 2021, which focused on getting customers to try Balmain NFT, the brand is now focused on the long run, launching a dedicated irreplaceable thread that allows customers to be part of the brand travel metaverse. The irreplaceable thread acts as a point of access to Balmain’s metaverse route map and tracks Balmain’s customer purchases, unlocking experiences and exclusive benefits over time.

Speaking about the Balmain partnership, MintNFT founder and CEO James Sun said that the experience of every person with a luxury brand is irreplaceable and unique, but he described that experience as difficult to follow in physical space.

“If someone buys a dress, the Balmain store knows who bought it. But often, [customer] experience comes down to two points: when a person buys and when they wear it, and that’s mostly it, ”he said. “If you could capture every essence of someone’s brand experience in an irreplaceable thread that runs through the customer’s path, it would change that experience.”

This weaving of digital and physical experience will be demonstrated by pairing Balmain’s physical product launches with NFT digital twins proving ownership and ultimately unlocking community benefits. Recently, Balmain published a Unicorn sneakers in partnership with artist Jeff Cole last Friday,

Balmain was in the metaverse game longer than most – in fact, long before the NFT concept became mainstream. “For us, the metaverse is simply a logical development of what has happened in recent years with the various projects we have launched,” said Txampi Diz, Balmain’s CMO.

In 2018, Balmain was the first luxury brand to launch digital filter in Snapchat, which introduced the first digital add-on. In the same year he created a concept store VR experience, in collaboration with Oculus. It has since been part of key metaverse launches, such as the digital flame dress unveiled at Vogue Singapore 2020. “These are activations that people today would consider part of the brand’s web3 metaverse strategy,” Diz said.

Now, Balmain is looking at the long-term possibilities of the metaverse through his physical and digital experiences, under the guidance of creative director Olivier Rousteing. Rousteing has increased the brand’s annual revenue seven times since it launched the brand in 2011. In the coming period, the brand will launch a line of fine gender-free jewelry this summer that may include an NFT component.

“Obviously, with the jewelry line, launching NFT would definitely be a good opportunity,” Diz said. “The key is to find the right opportunity to create the right storytelling to make the project more engaging.”

One of the main ways Balmain has opened up to the public is through the rebranded seasonal fashion show it now calls the Balmain Festival. It welcomes up to 6,000 personal guests through the entrance with tickets and another entrance open to the public. The third edition will be held in Paris on September 28. “The activation of the festival will be a turning point, which means that we will be able to show Balmain’s view of web3 and Balmain’s direction, in terms of accepting web3 into our strategy,” Diz said. “That will be the beginning of the next episode.”

With the MintNFT partnership, existing irreplaceable theme holders and fans on the brand’s social media will be able to gain exclusive access to the event and future festivals. “The concept behind the Balmain Festival for us is: how to make a fashion show not a fashion show, and instead make it more relevant, interactive and striking for a large digital audience?” Said Diz.

The brand is currently working with MintNFT to give its physical and digital audience access to an event taking place during Paris Fashion Week. He also sees AR as a way to immerse his audience in shows. “In the future, we want to be able to integrate video content into shows that would only be available to those with our NFT,” Diz said. “For us, it is not about creating a completely separate strategy around the metaverse and the web3. The main goal and challenge is how we can integrate web3 into our brand strategy. ”

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