British broadcaster Channel 4 has teamed up with luxury fashion house Balmain, and its creative director Olivier Rousteing, on a new short-form drama series, Fracture.
Fracture launches on 2 September coinciding with London Fashion Week. It represents Channel 4’s first ever branded entertainment drama series and the first time a fashion house has partnered with a broadcaster in this way – with the cast’s wardrobe featuring Balmain’s Fall 2021 designs throughout each of the 5 x 8 minute episodes.
The series stars US singer songwriter Jesse Jo Stark, Charles Melton (Riverdale), Tommy Dorfman (13 Reasons Why) and Ajani Russell (Skate Kitchen).
It is set in the desolate Le Rêve Motel on the outskirts of LA, "a shabby but charming landing spot for an array of colourful characters."
Jesse Jo Stark portrays Mya, a struggling singer-songwriter who has fled her privileged life in New York for a solitary existence at Le Rêve. She finds herself unable to write but is unnerved when her brother Ari (Tommy Dorfman) uncovers her whereabouts.
She finds a friend in fellow outsider Edie (Ajani Russell) but it's a chance meeting with drifter and poet, Noa (Charles Melton), that sets in motion a series of events that could "propel Mya out of her solitude and completely change her life".
“Fracture helps to make very clear Balmain’s determination to continue to break down boundaries and engage in unexpected, compelling and entertaining ways with lovers of fashion, music and design,” explained Rousteing.
“Fracture’s story, writing, acting, directing and images are incredible – I loved being able to play a part in making this happen and I can’t get Jesse Jo Stark’s music out of my head.”
Matt Ford, 4Studio’s Commercial Lead added: “Fracture is testament to the fantastic collaboration and hard work of all those involved and we’re really excited to finally share this incredible drama series alongside Balmain.
"4Studio is leading the re-invention of short-form branded entertainment, supporting the delivery of Channel 4’s Future4 strategy to accelerate digital growth. We’re looking forward to pushing boundaries together with more premium brand partners in the future to create quality content that our viewers love - wherever they’re watching.”
Fracture will be available via Channel 4’s YouTube channel and as a box set on All 4 and will be hosted on a bespoke co-branded website created for the series at www.fractureseries.com.
Channel 4 partnered with Balmain to create Fracture. The series was overseen by former Channel 4 Drama Commissioning Editor, Lee Mason, who was behind recent Channel 4 smash hits, It’s A Sin and End of the F***ing World, and Channel 4 Digital Commissioning Executive, Thomas Pullen working closely with 4Studio’s specialist commercial team.