Balenciaga takes music into fashion – literally – with NFC chip

Balenciaga takes music into fashion – literally – with NFC chip

THE WHAT? Balenciaga is extending its Balenciaga Music project from playlists to its fashion collections with some clever garment tech that allows an exclusive track to be played via a NFC chip embedded into limited edition T-shirts and hoodies.

THE DETAILS The 8.5 minute track from UK-based band Archive was commissioned by the luxury fashion brand and is named Patterns.

THE WHY? Balenciaga Music, which was debuted in 2020, is aimed at sharing favourite artists and tracks. Balenciaga Artistic Director, Demna reveals, “We have now expanded this project to give a more personal and complete music experience with exclusive content and interactive technology,” he revealed.

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