To commemorate his 10th anniversary as the Artistic Director of Balmain, Olivier Rousteing has made a groundbreaking move by creating a fully virtual creation that will soon be available for auction online. The star of this virtual collection is the highly anticipated “Flame” dress by Balmain.
In addition to this exciting development, Balmain is also venturing into the Non-Fungible Token (NFT) market, further solidifying its presence in the digital realm. In collaboration with Channel 4, the fashion house is preparing to release its first-ever series, while simultaneously partnering with Elizabeth von Guttman, co-founder of Altava, a digital studio. Their joint venture involves the creation of a fully digital version of the “Flame” dress for the September edition of Vogue Singapore, which focuses on NFTs.
The digital “Flame” dress, presented in the form of an animated flame, will be part of an exclusive collection of NFT pieces that will be auctioned on Binance, a specialized marketplace, starting from September 20th. The unique aspect of these NFTs is that they are hosted on the blockchain, providing a sense of digital ownership.
This collaboration between Balmain and Altava is expected to continue, with plans to digitally adapt other iconic pieces from the upcoming Fall/Winter 2021-2022 collection. Olivier Rousteing has previously embraced virtual reality in his role at Balmain, having created a digital showroom with an avatar in his likeness and incorporating three CGI ambassadors into his Balmain Army.
Balmain’s foray into the virtual realm and NFT market epitomizes a new era for the fashion and art industries. It blurs the boundaries between physical and digital realms, pushing the limits of creativity and innovation. As technology continues to advance, we can anticipate more fashion brands and designers experimenting with virtual creations and NFTs to engage with their audiences in novel and captivating ways.
For more information on Balmain’s virtual creation and the NFT market, check out these useful links:
1. Balmain Official Website
2. Binance NFT Marketplace
