Balenciaga share fashion video for collaboration with Italian singer Mina
“Balenciaga Music launches a collaboration with the legendary Italian singer Mina—including limited-edition products, a three-hour original playlist by Mina featuring a personal selection of songs from her preferred artists. Considered one of the greatest Italian singers of all time, the celebrated virtuoso is stepping out for the first time since leaving the public eye in 1978 to debut an exclusive collaboration with Balenciaga. This project marks the first time Mina has released new music in partnership with a brand. An exclusive pre-release of her new track, “L’Amore Vero” is also available via Balenciaga Music | Mina products, which are embedded with an NFC (Near Field Communication) chip that, when activated by a compatible device, reveal the exclusive new track. The single previews the artist’s forthcoming album, which will be released to the public on November 22nd.”
——— Balenciaga
“As music is an inherent part of Balenciaga’s culture and creative force, the Balenciaga Music platform was conceived to offer a 360 experience that includes hand-selected playlists, limited-edition merchandise, exclusive content, and interactive campaigns. It introduces mixes made by a variety of artists working all over the world through a large variety of genres, individually selected by Demna. These artists are invited to share their musical influences, collaborate on products, and/or produce original compositions—especially for Balenciaga. The platform also catalogues sounds created for runway shows and other activations. The development of new technology, such as wearable NFC chips, allows for special listening experiences within this ever-evolving project”
—— Balenciaga