Olivier Rousteing, the renowned creative mind behind Balmain, is no stranger to the world of public relations. His every move garners ecstatic attention from the international fashion press, though his advertising campaigns don’t necessarily have the same impact. However, Rousteing has decided to break away from traditional advertising strategies for the upcoming season. In collaboration with English channel, Channel 4, he is creating a mini-series titled “Fracture.” This bold move aims to tap into the growing importance of cultural snobbery for luxury brands in 2021.
Rousteing envisions the role of series in our post-Covid world with a strategic planner’s foresight. He believes that series possess an unparalleled power and influence, particularly after two years of the pandemic. When confined for so long, people’s conversations have shifted away from clothes and fashion. Instead, the primary topic of discussion revolves around the series that helped them navigate a society devoid of leisure activities.
The teaser for “Fracture” has once again captivated fashion journalists who praise its diverse and attractive cast, inclusive “no gender” message, dynamic staging, exquisite Balmain outfits, and Rousteing’s genuine passion for the project. However, the problem arises when media outlets solely focus on the trailer, and the public has only seen the first 11-minute episode. The YouTube audience results after three weeks of airing all five episodes clearly indicate a declining interest:
Episode 1: 322K views
Episode 2: 118K views
Episode 5: 18K views
As someone who has watched all five episodes, I can confidently say that “Fracture” falls short of a Netflix-style production and instead strongly resembles HBO. The motel setting, “Le Rêve,” feels like a pale imitation of the popular series “Euphoria.” The show falls into the trap of relying on generational caricatures to signal virtue through woke speeches and anti-consumerist lessons, which is a paradox for a brand as ostentatious as Balmain. The characters lack depth, and boredom sets in after a few minutes.
While luxury brands often excel at collaborations when it comes to products, they should take inspiration from this practice when venturing into cultural products such as TV series. While the PR stunt surrounding “Fracture” is commendable, it fails to match the cultural ambition that luxury brands should strive for.
Useful links:
1. Vogue Business
2. Business of Fashion
