Premium minting platform MINTNFT partners with French fashion house Balmain to launch “The Balmain Thread,” an NFT-based membership program.
French fashion house Balmain has partnered with premium minting platform MINTNFT to launch “The Balmain Thread,” an NFT-based membership program. The Balmain Thread launches during the Paris Fashion Week, which is currently underway through to October 4.
With this undertaking, Balmain becomes the first-ever global fashion house to create an NFT-based membership program. Balmain and its exclusive Web3 partner, MINTNFT, are launching The Balmain Thread on the eco-friendly, decentralized public blockchain XRP Ledger.
More on The Balmain Thread
The Balmain Thread is aimed at deepening fan engagement. It is Balmain’s custom-made edition of “The Club,” MINTNFT’s membership, loyalty, and rewards product powered by Web3 technology. You do not need to be a cryptocurrency owner or have deep knowledge of it to become a member of The Balmain Thread.
You will have access to in-person and virtual events and rewards as a member. Moreover, community voting privileges and much more will be integrated seamlessly into the membership program to keep consumers engaged.
The Balmain Thread sets the tone for Balmain’s Web3 community, which has been the decade-long vision of its Creative Director, Olivier Rousteing. He always toyed with the idea of an unbroken story that endures well into the future.
The Balmain Thread will be in charge of handling Balmain’s unique and constantly evolving series of NFT offerings. At the same time, it will offer unequaled access to future Balmain moments such as special events, house collections, surprise drops, and dynamic digital experiences.
“I’ve never aimed to simply be cool,” notes Rousteing. “Instead, my goal has always been to ensure that this house’s designs are timeless and tied together by a unifying thread. And it’s important to never break that thread—because the moment that happens, well, that would mean that you’ve failed. That would mean that you haven’t been able to extend a clear vision or advance a distinct aesthetic.”
The Objective of The Balmain Thread
The Balmain Thread’s first batch of members will get exclusive invites to the third edition of the Balmain Festival. It will happen on September 28 and is considered an annual highlight of Paris Fashion Week.
The Balmain Thread is set to launch later this year and will be home to 10,000 of the fashion house’s most passionate customers and fans. As mentioned earlier, community members do not need in-depth knowledge of or master crypto or blockchain mechanisms to engage creatively with the house.
The Balmain Thread’s membership will be minted on the XRP Ledger blockchain, an open source and certifiably carbon-neutral Layer 1 blockchain. MINTNFT will simplify credit card onboarding and utilize proprietary video verification technology to prove authenticity, guaranteeing maximum security.
A highlight of the Balmain Festival is “The Moment,” a mobile photo experience created by MINTNFT. Through it, festival goers can transform and mint their favorite Balmain Festival fashion moment into a unique digital collectible on the XRP Ledger. MINTNFT developed The Moment as a convenient way for brands to generate digital and physical engagements at events.
“The Balmain Thread builds upon this house’s distinctive strategy of continually exploring pathways that might strengthen our ties with the incredibly engaged, diverse, and global Balmain Army,” explains Balmain Chief Marketing Officer Txampi Diz. “We’re excited about the future that lies ahead, as the physical and digital continue to merge, offering us new ways to introduce this house to broader audiences, as we build upon Olivier Rousteing’s determination to further democratize fashion.”
“We believe Web3 will drive a new wave in engagement, enabling companies to unlock access and provide richer experiences for their communities like never before,” said James Sun, CEO and Co-Founder of MINTNFT. “As a leader in innovation, both in fashion and technology, Balmain is the perfect partner to deliver this next evolution of NFTs and blockchain.”
The Balmain Thread is Balmain’s way of opening up its doors to the Metaverse and making it seamless for fans to transition from a platform-focused Web2 onto an ownership-driven Web3 where having a deeper engagement with the luxury fashion house is possible. Through MINTNFT’s efforts, fans’ passion for all things Balmain has become simpler, safer, and more secure through the security measures put in place.
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