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.
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.
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Featured Photo: © Balenciaga