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Balmain launched its Web3 community, The Balmain Thread, during Paris Fashion Week

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High-end fashion brand Balmain is partnering with premium NFT minting platform MintNFT to create “The Balmain Thread,” the fashion house’s Web3 community and NFT-based membership program.

Balmain Thread debuted during the Balmain Festival during Paris Fashion Week on September 28. Profits from festival guest donations and merchandise and food sales will be donated to RED to support the organization’s work to end AIDS in sub-Saharan Africa.

The Balmain thread was named after creative director Olivier Rousteing’s vision to construct multiple creations that together form a continuous story. He noted, “My goal has always been to ensure that these home designs are timeless and tied together by a common thread. And it is important not to break the thread.“

As such, the Web3 community will be the gateway to exclusive events, special house collections, and unique NFT offerings that bring its members together through a single, continuous thread.

Balmain Thread is the way into the community

Balmain offered three ways to join the community during the Balmain Festival event. Anyone attending the festival had the opportunity to attend by getting their ticket. Also, those who watched the live streaming can access through the link. And finally, those who attended the festival in person had the option to join the community by launching The Moment app. This app, provided by MintNFT, allows attendees to convert a photo of a moment of the festival into their very own NFT.

In the future, there will be more opportunities to become a member of the Balmain thread and gain access to new product drops and in-store VIP events. “Balmain Thread is a first-of-its-kind membership program that will unlock access and provide a rich experience to home followers never before possible,” said James Sun, CEO of MintNFT.

You can join the waiting list here.

Partnership with MintNFT

This is not the first time Balmain has partnered with MintNFT. Previously, a Balmain x Barbie collection was featured in an NFT auction hosted by MintNFT.

There was also a collaboration with digital artist Jeff Cole, Balmain x Cole, in which the artist reimagined Olivier Rousteing’s Balmain unicorn sneaker design. Three sneaker NFTs were available for bidding, with NFT utilities including a pair of sneakers signed by creative director Rousteing, access to future exclusive NFT drops, and VIP passes to the aforementioned Balmain Festival.

The long-term partnership began in May 2022 with the aim of creating an NFT-based ecosystem that delivers immersive digital and physical experiences to the fashion house’s global audience. As Txampi Diz, Balmain CMO who led the brand’s Web3 journey, emphasized, “Balmain Thread builds on the house’s distinctive strategy of constantly exploring ways to strengthen our relationship with the incredibly engaged, diverse and global Balmain Army.”

About MintNFT and XRP Ledger

MintNFT was co-founded by technology entrepreneurs James Sun and Teddy Gee. The company creates Web3 experiences that facilitate easy onboarding of mainstream customers and bridges the gap between artists and brands to foster creative and collaborative communities. The company is launching a new product, The Club, a membership and rewards program that allows customers to interact with their favorite brands.

Balmain and MintNFT have also partnered with the XRP ledger, a carbon-neutral layer one blockchain. XRP offers a wide range of services including ledger payments, decentralized money and tokenization.

What next?

The partners will soon release a limited-edition NFT drop in collaboration with Z2 Comics, titled Balmain Dreams: 10 OR. The drop will feature more than a dozen illustrated short stories, each depicting the landscapes and fantasies that inspired Olivier Rousteing to create some of his most celebrated collections over the past ten years.



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