In Brief
Balmain and MINTNFT have announced the upcoming “The Balmain Thread” NFT-based membership
The collection will feature 10.000 NFTs that will grant holders access to exclusive IRL and virtual perks
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Luxury French brand Balmain launches the first-ever fashion NFT-based membership program, “The Non-Fungible Thread.”
The fashion house has partnered with Los Angeles-based NFT minting platform MINTNFT to develop the program. Balmain’s creative director Olivier Rousteing and MINTNFT co-founder James Sun first announced the collaboration during the opening of the Balmain store in New York in May this year. Finally, the companies introduced “The Balmain Thread” during Paris Fashion Week 2022.
Early holders of the NFT membership already received the first perk of the program—a tokenized access to Balmain’s third yearly Festival, which takes place on September 28.
Following, The Balmain Thread will fully launch later this year. Individuals can now sign up for the waitlist.
The collection will feature 10.000 NFTs for the brand’s most passionate fans. The Balmain Thread NFTs will grant holders access to product drops, virtual and in-store VIP events, rewards, community voting privileges, and other exclusive perks.
“We’re excited about the future that lies ahead, as the physical and digital continue to merge, offering us new ways to introduce this house to broader audiences, as we build upon Olivier Rousteing’s determination to further democratize fashion,”
said Balmain CMO Txampi Diz.
This is not the first Balmain NFT collection. In January, the brand released an NFT collection in partnership with Mattel’s Barbie. The artworks came out in a limited-edition format and featured Barbie avatars dressed in signature Balmain outfits.
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