Balmain to Dress Entire Cast of UK TV Series ‘Fracture’

The Co-Branded Series Will Feature Looks Exclusively from Balmain’s Fall 2021 Collection

Balmain has partnered with the UK’s Channel 4 for a first-of-its-kind short-form drama series. The new show, titled Fracture, will see each of its characters dressed exclusively in looks from the French luxury house’s Fall 2021 collection.

Composed of five eight-minute episodes, the project was overseen by former Channel 4 Drama Commissioning Editor Lee Mason, and stars singer-songwriter Jesse Jo Stark, Charles Melton (Riverdale), Tommy Dorfman (13 Reasons Why), and Ajani Russell (Skate Kitchen).

The partnership marks Channel 4’s first-ever branded entertainment drama series, and the first time a fashion house has partnered with a broadcaster in this way. While it remains to be seen how television fans (and fashion fans, for that matter) will engage with this kind of overtly branded content, the move represents an interesting potential look into the future of brand partnerships, and how to rethink fashion communications as entertainment.

The series launches to worldwide streaming via the partnership’s co-branded website, www.fractureseries.com, on September 2nd.