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.
WHERE FASHION GETS CREATIVE
Press ESC to close
To continue reading this article join today
Stay Inspired. Stay Informed. Stay Elevated.
Membership gives you full access to Industry Analysis & Creative you won’t find anywhere else
Unlimited Access to TheImpression.com
The Impression Daily Newsletter & Breaking News Emails
Exclusive Interviews With Fashion's Leading Creatives
Access to the Largest Collection of Branded Fashion Films
Access to the Largest Runway Coverage
Most Comprehensive Collection of Fashion Street Style Images