BY CARLY WITTEMAN NOVEMBER 20, 2023
To kick off a new chapter for Balenciaga Music, the fashion house has teamed up with the genre-bending British musical group Archive to produce an eight-minute track, seven-hour playlist, and exclusive merchandise. Through utilizing innovative techniques and cunning-edge technology, the collaboration signifies a blend of individuality, innovation, and a new frontier for both Balenciaga and Archive.
“Music is a big part of my life and is an integral part of Balenciaga’s culture,” said artistic director Demna. “Balenciaga Music was created to share my favorite musical artists and their personal tastes and influences.”
“Patterns,” the exclusive eight-minute track, and the seven-hour playlist are only accessible through an NFC chip embedded in limited edition Balenciaga Music x Archive merchandise. Once purchased, wearers can scan the chip with a smartphone to unlock an original listening event. The playlist can be shuffled and will populate a new Balenciaga Music hub on balenciaga.com that connects to multiple streaming platforms. For the first time, Balenciaga combines fashion and technology for an interactive music experience featuring sharply-designed T-shirts and hoodies with Archive’s discography.
“Balenciaga has always stood for individuality and innovation,” said founding Archive member Darius Keeler, “qualities that we’ve always tried to keep at the heart of Archive’s creative process, too. So, when the opportunity came along to collaborate on this exciting project, it seemed like a perfect fit. I think the track that we’ve created is something very special.”
Balenciaga Music x Archive merchandise is now available in select Balenciaga boutiques and balenciaga.com.