The brand is collaborating with French musician BFRND on a four-hour playlist, limited-edition merch, and even a video game.
Summer parties are officially back, and they couldn’t be done without the help of Balenciaga Music. Following their partnerships with Archive and the late composer Angelo Badalament, the latest iteration hits a little closer to home as the brand is working with French artist BFRND. For the last seven years, BFRND has been the brains behind the songs during Balenciaga’s fashion shows. The collaboration includes a four-hour playlist produced by BFRND featuring his trademark sounds as well as limited-edition merch, and even a video game. As an accompaniment, there’s also a campaign shot by Melchior Tersen as a goth-like BFRND sits in the middle of a straight-laced family.
Get ready to embark on a digital fashion world like no other. The eight-part video game is meant to immerse viewers in a 360° world of Balenciaga shows from Winter 21 to Spring 24. Gamers play as BFRND, as his character navigates the runways to collect signature items to earn points while BFRND’s music plays in the background. Rather collect something more tangible? On the merch side, you’ll find t-shirts and hoodies. When bought, it gives consumers an all-access pass with an NFC chip for the video game.
But the excitement doesn’t end there- the house is hosting a worldwide contest, with the top 30 players winning a special prize. The first three levels are available on WeChat or at the Balenciaga store in Paris on Avenue de Montaigne. But there’s a catch: the bonus level can only be unlocked with the NFC chip, so don’t miss out on the chance to win big! So, who’s ready for video games and good music?
