The new capsule collection by Balenciaga Music and BFRND

Music has always been important at Balenciaga, enabling the transmission of a message that visuals sometimes cannot achieve or strengthen it. Since 2017, BFRND, the husband of creative director Demna, has been in charge of the musical artistic direction and produces the original soundtracks for each Balenciaga presentation. Starting May 21, 2024, the brand launched a project named "Balenciaga Music" which focuses on the significant role that music plays in the creative and cultural impact of Balenciaga, a multifaceted collaboration with a French composer and musician known for his genre-defying sound signature and deep love for dark electronic and classical pieces. Discover what this collaboration offers, merging music and fashion.

The Balenciaga Music | BFRND series consists of limited edition merchandise, a 4-hour playlist created by BFRND featuring several of his artistic inspirations, and an 8-bit video game providing a 360° experience. The merchandise, available in stores and on their website, includes T-shirts and zip-up hoodies, each accompanied by an access card containing an NFC chip. BFRND: The Game was developed to commemorate the launch of this series. Being the artist behind Balenciaga's sound, the pixelated adventure takes you through various Balenciaga runways (Winter 21, Winter 22, Spring 24, and Summer 24), each involving their respective musical tracks. As a BFRND character, players must navigate obstacles at each presentation while collecting iconic Balenciaga products to score points. The game was launched with a global contest, during which the top 30 players worldwide will be rewarded. The first three levels of BFRND: The Game are accessible to everyone via a dedicated mini-site, WeChat, or on a touchscreen in Balenciaga stores at Paris Montaigne and Shanghai IAPM. A fourth bonus level is exclusively accessible via the NFC (Near Field Communication) chip integrated into the Balenciaga Music | BFRND products.

The series was announced by a dedicated campaign, photographed by Melchior Tersen, based on typical vintage portraits, each featuring the artist himself in the role of a gothic family member. The “Balenciaga Music” project perfectly illustrates BFRND's pivotal role at Balenciaga. As Artistic Director of Music and intimate collaborator with Creative Director Demna, BFRND not only infused the brand's collections with a distinct sonic dimension, but also elevated the Balenciaga experience to a new level. Its ability to weave together music and fashion has transformed Balenciaga's presentations into immersive experiences, where each runway show becomes a captivating audiovisual narrative. In doing so, BFRND not only complements Balenciaga's aesthetic, it forges its cultural and creative identity.