Balenciaga launches a capsule connected to the music of the group Archive

The Kering group’s fashion house has just launched a limited series of T-shirts and sweatshirts equipped with NFC chips, giving access to a track composed exclusively by the English group Archive. A new disruptive step in the Balenciaga Music adventure, begun in 2020 by ebullient artistic director Demna.

After vinyls, DVDs and streaming, will clothes be the music carriers of the future?

For Demna (real name Demna Gvasalia), Balenciaga’s ebullient artistic director from Georgia, this is clearly an option. The Kering Group fashion house has invented a new way of accessing its favorite tunes through a collaboration with Archive, the English trip hop group formed in 1994.

Limited series

Launched on November 20, it includes a limited series of two oversized T-shirts (short- or long-sleeved) and a zipped hooded sweatshirt, both of which are interactive. By scanning NFC chips embedded in the labels sewn onto the models with your smartphone, you can access an 8.5-minute track called “Patterns”, created exclusively by Archive for Balenciaga.

To continue reading this article, create a free account or log in.

Create your free account

• Every day, keep up to date with the latest business news from the world of luxury.
• Receive the essential luxury business news by email every week
• Exclusive monitoring tools
• Access our partner trade fairs

I create my account

Don’t miss out on the latest luxury business news.

Read also > LOUIS VUITTON LAUNCHES PODCASTS WITH LOÏC PRIGENT

Featured Photo: © Balenciaga