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French fashion house Balmain launches non-fungible yarn with MINTNFT

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MINTNFT co-founder James Sun (left) with Balmain creative director Olivier Rousteing. Photo: Balmain

French luxury fashion house Balmain has teamed up with Los Angeles-based NFT marketplace MINTNFT to launch its only non-fungible dynamic thread into the metaverse. This long-term global partnership was announced at the opening of the Balmain flagship in New York, in the presence of Balmain’s creative director, Olivier Rousteing, and MINTNFT co-founder, James Sun.

The non-fungible thread will take the French haute couture house deep into the metaverse, as this NFT will evolve over time as a key part of the house’s future celebrations of accessories, sneakers and fashion, combining with the both physical and digital, while offering membership benefits to the brand’s family of influencers called Balmain Army, the two companies said in a joint statement.

Since its creation by legendary designer Pierre Balmain in 1945, historic Parisian house Balmain has been celebrated for its singular history of creating timeless designs that consistently convey a unified and unique vision, a long, unbroken thread.

French luxury fashion house Balmain has teamed up with Los Angeles-based NFT marketplace MINTNFT to launch its only non-fungible dynamic thread into the metaverse. This long-term global partnership was announced at the opening of the Balmain flagship in New York, in the presence of Balmain’s creative director, Olivier Rousteing, and MINTNFT co-founder, James Sun.

“Holding a thread is the key to fashion”, Olivier Rousteing, artistic director of Balmain mentioned. “In order to extend a clear vision and advance a distinct aesthetic, each collection overseen by a fashion designer must be bound by a single unifying thread.”

To reflect and celebrate this unparalleled and continuing tradition, the Balmain-MINTNFT collaboration offers a one-of-a-kind NFT, defined as a “non-fungible thread”.

“I never set out to just be cool,” Rousteing noted. “Instead, my goal has always been to make the designs in this house timeless. A designer needs to create collections linked together by a common thread. And it’s important never to sever that thread, because the moment that happens… well, that means you’ve failed. It means you haven’t been able to extend a clear vision and advance a distinct aesthetic.

“In a world plagued by NFT speculation and plagiarism, our minting platform and strategic input helps protect Balmain’s intellectual property and iconic legacy,” commented James Sun, co-founder of MINTNFT.

Balmain CEO Jean-Jacques Guével commented, “To develop a truly innovative Web3 strategy, it would be hard to think of a better set of partners than MINTNFT and Ripple. We are excited to work closely with them to create Balmain’s space in the metaverse and to work on a host of unique and exciting projects in the future.

Because Balmain prioritizes environmental protection, MINTNFT selected Ripple as a blockchain partner to support the creation of sustainable NFT experiences for Balmain on the XRP Ledger (XRPL), which was the first major blockchain to go neutral. in carbon in 2020.

Fibre2Fashion (KD) News Desk

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