How Balmain and Barbie shape the future of NFTs for fashion, technology and toys

Fashion
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04.02.2022

Barbie and Balmain team up to create a ready-to-wear collection, an accessories line and the NFT series. Executives from both companies say the launch of the NFT is a historic moment for fashion, technology and toys.

Balmain's marketing director, Txampi Dees, wants to use NFT as a customer acquisition tool for luxury brands. “I believe this will revolutionize the fashion industry and have the same impact as social media or the Internet,” he says.

Barbie's parent company Mattel previously partnered with Gucci to create the Hot Wheels NFT, but Mattel president and COO Richard Dickson says Barbie's closer association with established brands will take the toy company to the next level.

The idea of creation the NFT project came about in 2018, after Balmain’s advertising campaign featuring three CGI models. Three of Balmain x Barbie NFTs are currently up for auction through mintNFT, a new marketplace for non-fungible tokens and creative collaborations. The partnership launched a digital campaign featuring the physical RTW and accessories. But the traditional blonde doll will not be the only star of the fashion house show. The ads highlight diversity and multiculturalism, featuring an inclusive cast of Barbie avatars in collaboration with label. These avatars are unique, despite being one of a kind and reflecting diversity, they are head to toe Balmain haute couture.

Bidding for Barbie NFT from 1 to 3 is available until January 14th. The winners of each NFT receive a matching Balmain mini-outfit, sized just for Barbie.

By the way, clothing and accessories for real people start sells worldwide on the Balmain and Mattel Creations websites and select retailers at January 13th. The Balmain limited edition includes pins, t-shirts and hoodies. Among the most popular products are play accessories inspired by Balmain signature bags and Barbie doll packaging.

This is not the first collaboration of the cult doll with well-known brands. In 2014, Barbie’s collaboration with Karl Lagerfeld was instantly sold out. She still stays a muse for countless brands such as Jeremy Scott's unforgettable Fall 2014 show, where he presented the Moschino Barbie line.

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