Balenciaga Joining forces with the British band Archive to create a new music collaboration series, launching hoodies and T-shirts with embedded NFC (Near Field Communication) chips that instantly connect to special playlists and songs.
Artistic Director Demna said: “Music plays an important role in my life and is an integral part of Balenciaga culture. The original intention of creating the Balenciaga Music Special is to share my favorite singers and the musical taste they bring, and expand their influence. This time, it brings a more personalized and comprehensive music experience through exclusive songs and interactive technology, pushing the collaboration to new heights. To celebrate this new chapter, we invited Archive to produce an 8:30 Seconds of exclusive ‘Patterns’ and a seven-hour playlist, each of which has been specially selected for Balenciaga.”
Archive was founded 28 years ago and has released a total of 12 studio albums so far, spanning a variety of music styles such as electronic, fugue, post-rock and progressive rock. This time, Archive specially created the song “Patterns” for the Balenciaga music special, and it can only be played through the embedded NFC (Near Field Communication) chip in the label of this limited edition ready-to-wear series. Users only need to scan the chip embedded in the clothing with their smartphone to unlock a unique listening experience. The interactive clothing launched this time includes T-shirts and hoodies, designed with Archive’s complete album catalog graphics, and available in two styles: red text on a white background and white text on a black background.
The exclusively created song “Patterns” not only marks Archive’s first collaboration with a fashion brand, but is also the first time Balenciaga has used music through its products. In addition, Archive has also selected a playlist that can be played randomly for 7 hours. This playlist will also appear on the newly launched dedicated music page of the brand’s official website. Users can synchronize access to multiple music sites around the world through the link. Streaming media platform, listen to whatever you want.
Archive founder Darius Keeler said: “Balenciaga has always been synonymous with individuality and innovation, and these two qualities are also at the core of Archive’s music creation. Therefore, when this exciting cooperation opportunity came up, we hit it off and created a specially designed song A special song.”
The new music cooperation series will be officially released on the brand’s official website and selected stores around the world. Interested readers may wish to pay more attention.
