Balenciaga just unveiled the upcoming stage of Balenciaga Music, introducing a comprehensive 360° experience that provides participants with articulated access through the use of cutting-edge formats.
Over the course of its 28-year history, Archive has crafted a diverse musical journey spanning electronic, trip-hop, post- and progressive rock, resulting in 12 studio albums. As part of the Balenciaga Music initiative, the English group presents “Patterns,” an exclusive song accessible only through an NFC (Near Field Communication) chip. This chip, produced in a limited edition, is embedded in tags sewn into Balenciaga Music | Archive merchandise.
Upon purchasing the merchandise, individuals can scan the chip with their smartphones, unlocking a unique listening experience. These interactive garments, available as T-shirts and hoodies showcasing Archive’s full discography in white with red lettering or black with white lettering, will be found in select Balenciaga stores worldwide and on balenciaga.com.
“Patterns” marks a groundbreaking collaboration between Archive and a fashion brand, as well as Balenciaga’s first venture into premiering music through a product. In addition to the exclusive track, Archive has curated a 7-hour playlist designed for shuffle play. This playlist populates a new Balenciaga Music hub on balenciaga.com, linking to various streaming services for global accessibility.
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