Balmain, an ultra-luxury and executive France-based fashion house, has confirmed a ready plan to create exclusive “Omnichannel” immersion for its fashionistas. The French fashion house “Balmain” has teamed up with an NFT marketplace, “MINTNFT,” to pursue the NFT project.
Balmain announced its long-term global partnership with the MINTNFT marketplace earlier this month to get a much larger decentralized dimension. At the time, the joint team introduced a one-of-a-kind NFT dubbed “Non-Fungible Thread.”
This time around, Balmain aims to become the leader in the next generation of NFTs and Web3 innovations with the French fashion house, seeking to introduce “omnichannel” immersion for its customers.
Balmain And MINTNFT Integration
While commenting about the new crypto development, James Sun, the co-founder of the MINTNFT marketplace, mentioned:
“It’s omnichannel. Because in fashion, when you actually submit clothing lines, you’re creating an identity […] A personality that the brand is giving you access to. That’s how we see it too. You are creating your own experience with Balmain, where you now own it.”
Apart from focusing on NFT drops and their trading, the French fashion house now plans to start offering immersive experiences and long-term relationships with its customers. The top executive explained:
“[Balmain] knew they couldn’t go with OpenSea, Rarible, [and] do a bunch of drops. It wouldn’t be unified. They need […] a unified strategy.”
The new crypto development will allow Balmain customers to join the Non-Fungible Thread and enjoy privileges such as early access to Balmain product drops. Moreover, they will also get exclusive access to unique physical and digital items, such as tokenized invitation tickets to major events like the Balmain Festival at Paris Fashion Week every September.
Notably, reliable sources confirmed that Balmain recently held high talks with four Metaverse platforms to make the Balmain Festival exclusively digital. According to Sun, the platform will soon become the most prominent non-Web3 native industry to leverage blockchain:
“Scarcity and exclusivity […] defined the original NFT space. High fashion runs by a beat of creating long-term premium scarcity and collective experience.”
Before summarizing, Sun noted that there are few obstacles on the way to a successful project, including limitations to the current technology and interoperability.
Other NFT Projects
The recent partnership with MINTNFT it’s not Balmain’s first NFT experience. In December 2021, Balmain launched several NFT projects. At the time, the French Fashion House successfully launched two pairs of digital versions of Bold Dogpound collab “Black and White” and a digital membership card in partnership with the physical drop of the trainers.
Moreover, Balmain partnered with MINTNFT earlier this month to launch unique NFTs, including those pegged to Rousteing’s design for Mattel’s Barbies and Ken avatars.
It is not a strange phenomenon that luxury brands are joining the NFT space since giants like Nike have already come in. Analysts believe that the entry of institutional investors will enable NFTs to gain mass adoption and also guarantee their longevity.
