Balmain enters the metaverse with mintNFT
Balmain enters the metaverse with mintNFT
NFT

Balmain enters the metaverse with mintNFT

By Vincenzo Cacioppoli - 30 May 2022

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New partnership between mintNFT and fashion house Balmain to design a new fashion campaign using NFTs and the metaverse.

Balmain’s new fashion campaign together with mintNFT

The co-founder of the mintNFT platform, James Sun, and the creative director of French luxury fashion house Balmain, Olivier Rousteing, have announced the launch of a new NFT campaign, curated entirely by Sun’s company and increasingly focused on Web3 and the metaverse.  

Founded 75 years ago by Pierre Balmain, the fashion house has always stood out for its originality and non-conformism in its collections. These particularities have, where possible, become even more accentuated with the current creative director Rousteing, who is always very attentive to new technological innovations.

Specifically, the NFT platform, which as the name suggests helps companies issue and sell a token on the blockchain, has announced that it will launch a new Non-Fungible Token exclusive to the fashion house. Both James Sun and Rousteing shared the news during the opening of the Balmain shop in New York on 12 May.

Rousteing told reporters:

“I’ve never aimed to simply be cool. Instead, my goal has always been to ensure that this house’s designs are timeless. A designer needs to create collections that are tied together by a unifying thread. And it’s important to never break that thread—because the moment that happens… well, it means that you’ve failed. It means that you haven’t been able to extend a clear vision and advance a distinct aesthetic”.

Sun further added that:

“In a world plagued by NFT speculation and plagiarism, our minting platform and strategic input help protect Balmain’s intellectual property and iconic legacy”.

The partnership between mintNFT and Balmain

balmain barbie
The NFT collection born from the collaboration between Balmain, Barbie and mintNFT

MintNFT and Balmain have already collaborated on an NFT campaign with Mattel’s Barbie earlier this year. It is a ready-to-wear collection and accessories in partnership with Mattel, which had already launched a similar project with the fashion house Gucci last year. 

The idea of the NFT project was born back in 2018, after Balmain’s advertising campaign with three CGI models. Three of these NFT Barbies are currently being auctioned in the mintNFT marketplace. In December 2021, the fashion house launched an exclusive collection of NFT trainers, including VIP experiences for buyers.

Since sustainability and environmental protection are imperative for Balmain, mintNFT chose Ripple as its blockchain partner to support the creation of NFTs for Balmain, using XRP Ledger, which was the first major blockchain to become carbon neutral in 2020.

Sun, about the collaboration with the fashion house, concluded by saying:

“In a world plagued by NFT speculation and plagiarism, our minting platform and strategic input help protect Balmain’s intellectual property and iconic legacy”.

Vincenzo Cacioppoli

Vincenzo was born in Genova but lived most of his life in Milan. He has a degree in political science. He is a journalist, blogger, writer, and marketing and digital advertising expert. After a long experience in traditional marketing, he started working with the web and digital advertising in 2011, creating a company called Le enfants. Passionate about the web and innovation, in 2018 he started exploring the topics related to blockchain technology and cryptocurrencies. Independent cryptocurrency trader since March 2018, he now collaborates with companies in the sector as a content marketing specialist. In his blog. mediateccando.blogspot.com, he has long been primarily focused on blockchain, which he considers to be the greatest technological innovation after the Internet. His first book about blockchain and fintech is scheduled for release in November.

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