Composer Features In Campaign For Balenciaga Music | BFRND, Blending Music, Fashion, And Gaming
Balenciaga has introduced its latest digital venture, Balenciaga Music | BFRND, featuring a campaign with French composer and musician BFRND. Known for his work on Balenciaga shows, BFRND—who is also the husband of Balenciaga’s creative director Demna—promotes the new project that merges music, fashion, and gaming.
Balenciaga Music | BFRND includes a four-hour playlist, an original 8-bit video game, and a merchandise collection featuring T-shirts and hoodies. Each garment comes with an NFC chip that provides access to all the content.
BFRND, who has produced original soundtracks for every Balenciaga presentation since 2017, created the playlist with 68 tracks from artists such as Depeche Mode, Mazzy Star, Crystal Castles, Radiohead, Bat for Lashes, and Brutalismus 3000.
The video game, BFRND: The Game, allows players to navigate through various Balenciaga show sets from Winter 2021, Winter 2022, Spring 2024, and Summer 2024. Players, as the pixelated BFRND character, dodge obstacles while collecting iconic Balenciaga items. The game will launch with a worldwide contest, rewarding the top 30 players.
The first three levels of the game are accessible via a microsite, WeChat, or touchscreens at Balenciaga Paris Montaigne and Shanghai flagships. A bonus level is available through the NFC chip embedded in the merchandise.
“We are thrilled to present this multifaceted project that extends the Balenciaga experience into new realms,” said BFRND. “The brand epitomizes the elegance of a classic label while embracing the attitude of avant-garde fashion. I believe Versace’s diverse facets will provide a continuous stream of inspiration for my future creations.”
The campaign, shot by photographer Melchior Tersen, features Bfrnd in a gothic-themed family portrait setting. The merchandise, available in stores and on balenciaga.com, includes T-shirts and zip-up hoodies equipped with NFC chips for exclusive access to the game’s bonus level.
Balenciaga’s initiative continues its tradition of innovative digital projects, following last year’s virtual ski game.
