Balmain became the first international fashion business to develop an NFT-based membership program after partnering with premium minting platform MINTNFT to debut The Balmain Thread at Paris Fashion Week.
What is MINTNFT?
Every MINTNFT drop is an interactive experience. Drops provide an opportunity for fans to engage directly with artists and brands. According to the website, the club will combine the best from art shows and brand experiences with NFTs and the metaverse.
The CEO and Co-Founder of MINTNFT, James Sun, stated that he believes Web3 will spark a new wave of engagement by enabling businesses to direct access and offer more excellent experiences for their communities.”
As the sole Web3 partner of Balmain, MINTNFT continues to set the standard for innovative brand experiences. After all, Balmain also launched its previous NFT collection, BALMAIN x BARBIE NFT 3, on MINTNFT in January of this year.
MINTNFT has proprietary KYC onboarding technology to ensure state-of-the-art platform security and remove technological barriers to user participation.
NFT Club: The Balmain Thread
The Balmain Thread offers access to Balmain events, designs, and digital experiences. The first batch of members will be allowed to join during the upcoming third Balmain Festival, and sign-ups for the waitlist are available online.
- Members of the Balmain Thread community will never need to be experts in crypto or blockchains to engage creatively with the house.
- Memberships aim to be carbon-friendly by minting on the XRP Ledger blockchain.
- MINTNFT guarantees maximum security with its proprietary video verification technology.
In addition to providing VIP access to upcoming Balmain moments, such as special events, house collections, surprise drops, and dynamic digital experiences, The Balmain Thread will supervise Balmain’s expanding range of NFT services.
Balmain Leadership Commentary
Creative Director Olivier Rousteing stated,
“I have never just wanted to be cool.” He aims to create a continuous narrative that will last into the future. His creative vision for Balmain in Web3 is maintaining a timeless and cohesive style. Doing so is crucial to keeping “that thread” intact. He iterated that maintaining this thread allows the brand to establish a particular aesthetic and extend a clear vision.
Engaging Real Life Community with Web3 Tech
The Moment is a mobile picture experience developed by MINTNFT and will be a new addition to the Balmain Festival this year. Additionally, MINTNFT developed it as a user-friendly method for marketers to increase their online and offline engagement during events. Attendees at the 2022 Balmain Festival will use this tool to turn their favorite Balmain Festival fashion moments into one-of-a-kind digital collectibles on the XRP Ledger.
The Balmain partnership with MINTNFT is a boost for web3 fashion. The company has the vision to remove potential technological barriers for users and remain environmentally friendly with its new NFT club.
The Balmain Thread NFT club is taking fans from Web2 into the ownership-driven world of Web3. In the emerging world of web3 fashion, brand loyalists may interact more closely with their preferred fashion companies in real life and the metaverse.