Balenciaga Couture House is taking its Balenciaga Music project to the next level by offering artists the opportunity to create exclusive music titles that can only be accessed through a dedicated capsule collection. This week, British rock band Archive is kicking off the project.
Balenciaga Music was launched by the brand in September 2020 as a brand content concept that combines unique playlists with mini merchandise collections. Under the leadership of artistic director Demna, the project invited artists from various backgrounds to participate, including German metal band Rammstein, drag star Ru Paul, and singer Aya Nakamura.
Now, three years later, Balenciaga is aiming to expand the project by focusing on new formats. Demna expresses his desire to offer a more personal and comprehensive musical experience with exclusive content and interactive technology. “Music plays a big role in my life and is an integral part of Balenciaga’s culture,” he says.
In the latest version of Balenciaga Music, the spotlight is on British band Archive. The band has created an exclusive playlist for the brand, which lasts a whopping seven hours. In addition to this musical selection, Archive has composed an unreleased track titled “Patterns” specifically for Balenciaga. This 8.5-minute song can only be accessed through an NFC chip sewn onto garments from the associated merchandising collection.
According to the brand, this project expands the reach of Balenciaga Music by introducing new music specifically created for Balenciaga’s audience. Those who purchase the connected capsule collection, which includes limited-edition t-shirts and zip-up hoodies, can scan the NFC chip with their smartphones to exclusively access the track.
This collaboration with Balenciaga also marks a first for Archive, as they have never previously worked with a fashion brand.
Useful links:
– [Balenciaga Official Website](https://www.balenciaga.com/)
– [Archive Official Website](https://www.archiveofficial.uk/)
