{"id":207339,"date":"2022-05-13T11:35:41","date_gmt":"2022-05-13T10:35:41","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=207339"},"modified":"2022-05-13T17:51:10","modified_gmt":"2022-05-13T16:51:10","slug":"balmain-announces-global-partnership-with-nft-marketplace-mintnft","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/balmain-announces-global-partnership-with-nft-marketplace-mintnft\/","title":{"rendered":"Balmain announces global partnership with NFT marketplace MintNFT"},"content":{"rendered":"

Balmain<\/a><\/span> has announced a long-term global partnership with NFT marketplace MintNFT to elevate its house heritage in the decentralised Web3 dimension<\/strong><\/p>\n

Celebrating the opening of the house\u2019s Madison Avenue boutique, Balmain will introduce the Balmain Non-Fungible Thread (NFT), which includes a unique, constantly evolving series of NFT offerings.<\/p>\n

Each launch will be directly inspired by Olivier Rousteing\u2019s decade-long thread of creations, with the house\u2019s NFTs forming key components of future Balmain accessory, trainer and fashion celebrations, combining both physical and digital.<\/p>\n

The French haute couture house also plans to offer a range of membership benefits to its influencer family, 'Balmain Army'.<\/p>\n

Olivier Rousteing, Balmain's Creative Director said: \"I\u2019ve never aimed to simply be cool. Instead, my goal has always been to ensure that this house\u2019s designs are timeless. A designer needs to create collections that are tied together by a unifying thread. And it\u2019s important to never break that thread\u2014because the moment that happens... well, it means that you\u2019ve failed. It means that you haven\u2019t been able to extend a clear vision and advance a distinct aesthetic.\"<\/p>\n

Co-founded by James Sun and Teddy Zee, MINTNFT and Balmain previously collaborated on a NFT campaign with Mattel's Barbie earlier this year. The company selected Ripple as the carbon-neutral blockchain partner to support sustainable NFT experiences for Balmain.<\/p>\n

Jean-Jacques Gu\u00e9vel, Balmain's CEO added: \"To develop a truly innovative Web 3 strategy, it\u2019d be hard to think of a better set of partners than MintNFT and Ripple. We\u2019re excited to work closely with them to create Balmain\u2019s space in the metaverse\u2014and to work on a host of singular and exciting projects in the future.\"<\/p>\n","protected":false},"excerpt":{"rendered":"

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