STARTING on May 21st 2024, Balenciaga Music is launching an exciting collaboration with French composer and musician BFRND. Having produced every soundtrack for Balenciaga’s presentations since 2017, the artist has become well-known for his genre-bending signature style.
The latest collaboration features a line of limited-edition merch, a 4-hour original playlist created by BFRND and an original 8-bit video game. The merch line consists of an array of t-shirts and zip-up hoodies that each come with an all-access pass with an embedded NFC chip.
Meanwhile, the 8-bit game – which offers a 360 ° experience – takes the player through various Balenciaga show sets – Winter 21, Winter 22, Spring 24 and Summer 24. Entering the digital realm as a designed BFRND character, the user navigates the exciting environment in search of iconic Balenciaga products.
The first three levels of the BFRND: The Game are accessible to anyone via a dedicated mini-site, WeChat, or on a touchscreen at the Balenciaga Paris Montaigne and the Shanghai IAPM flagship stores. A fourth level is only accessible via the NFC chip found in the Balenciaga Music x BFRND merch.
To build further anticipation, the game will launch with a worldwide contest, in which the top 30 players across the globe will be awarded.
Accompanied by a campaign shot by Melchior Tersen and capturing BFRND’s strong affinity with dark electronic and classical works, the partnership is certain to impress music lovers and fashion cognoscenti all around the world.
by Sophie Richardson
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