Balmain and Barbie have announced a multi-faceted collaboration comprising both an impending collection and a series of exclusive NFTs, the latter of which marks the first instance of the Barbie brand entering the digital art space.
The two household names are teaming up on a ready-to-wear and accessories collection, of which a press release revealed more than 50 pieces. Availability begins January 13 through the Balmain site, Balmain stores, Mattel Creations and other global retailers.
“As our campaign images show very clearly, Barbie and Balmain are embarking on a decidedly multicultural, inclusive and always joyful adventure,” Olivier Rousteing, Creative Director of Balmain, said in a statement released Thursday. According to Rousteing, the collaboration sees Balmain “building” on the new French style that prevails in the luxury house’s recent collections.
Meanwhile, the NFTs, shown as three one-offs featuring Balmain-style Barbie and Ken avatars, will be available through the aforementioned Mattel creations via a mintNFT auction. Each NFT is associated with a set of Balmain items the size of a Barbie.
For Mattel CEO and Chairman Richard Dickson, this unique association has the potential to simultaneously launch new chapters for the fashion and toy industries. “As a fashion house committed to innovation in unexpected and joyful ways, Balmain, under the creative direction of Olivier Rousteing, is the perfect partner to translate Barbie’s own iconography into a modern iteration of digital art. and physical fashion, ”Dickson said Thursday. .
The Balmain and Barbie team is also commemorated with the launch of a digital campaign featuring the conceptualization and styling of Charlotte Stockdale and Katie Lyall, with photos by Norbert Schoerner. See more below, including NFT previews.