Balmain partnered with Barbie to showcase a new “Phygital” collection in collaboration with Mattel, the official manufacturer of Barbie, and awe the masses with its artistic creativity. The Fashion NFT collection featured 50 unique unisex outfits designed by Oliver Rousteing, the creative director of Balmain, and a 3-piece collection of barbie silhouettes in Balmain couture. All the physical clothing and digital Barbie NFTs shared the same Barbie pink theme (Obviously).
Oliver Rousteing said in the press release:
“This collection rejects any arbitrary gender limitations — this is an almost 100% unisex collection. Today’s Barbie makes [it] clear that there’s nothing holding us back anymore!”
This collection marks the first-ever introduction of Barbie to the endless artistic possibilities of Fashion NFT collections and the new avenues of engagement in Web3. Balmain has already been involved in Web3 with its presence felt deep inside the metaverse when it launched its own Web3 space in collaboration with mintNFTs. Balmain wandered deep into the NFT space with a unique type of NFT called the “Non Fungible Thread” and Balmain was among the first fashion brands to launch its own NFT membership program.
The “Pink Panther” of the Fashion NFT collections
The project explores the boundless possibilities of the digital realm and blends the prestige, culture, and brand values of Barbie and Balmain to create a timeless collection that represents inclusivity, openness, joy, and high spirit. The project explores a dominant barbie pink hue across the board and presents a bold design bringing forth the dominant barbie culture for the people.
Richard Dickson, president, and chief operating officer of Mattel said in an interview:
“Connecting to culture is a core component of Mattel’s Playbook, and Barbie is a globally recognized icon in fashion and pop culture, which creates an interesting intersection between the brand, art, and collectability. Through Barbie’s collaboration with Balmain, we’re harnessing the power of our mutually innovative heritage to invite all fans to experience the art, fashion, and culture that both brands offer, in a unique way.”
The collectible features three unique Barbie and Ken avatars wearing exclusive pieces from the Balmain X Barbie Fashion NFT collection.
The first piece in the collection called Balmain X Barbie features a stylish Barbie avatar flaunting a striped sweater dress with a shoulder cut out and carrying a pink maxi pillow bag featuring Balmain’s signature monogram and Balmain x Barbie logo.
The second piece called the Balmain X Barbie features a stylish Barbie avatar wearing a pink-hued voluminous pink dress with a maxi bow detail with silk satin.
The third piece called Balmain X Barbie is a stylish Ken avatar wearing a white t-shirt and a pink-trimmed top with a double-breasted blazer and a long peak collar coat paired with loose pleated trousers.
All three NFTs went on sale through an auction on the mintNFTs platform with the initial bids hovering around $2,000. (Not your regular barbie doll, is it?)
Marketing Analysis
The project was an instant success thanks to the strong brand essence of the project. The in-store physical collection was sold out within the first week of going live on the website. The Fashion NFT collection were acquired by ardent fashion enthusiasts through competitive bidding in the auction.
The project signaled hope, joy, and strength to everyone around the world during the difficult times of the pandemic. The central aim of the project was to diminish the confines within which our character is judged by society by creating a unisex design that is more democratic and inclusive. The project firmly presented strong support for anyone who wants to come out and live their true identity. When powerful brands like Barbie and Balmain integrate technology with a social cause like freedom of equality and expression, the idea resonates with the community.
Richard Dickson, COO of Mattel said:
“We view the collector space as being ready for innovation, and fashion and toys together are going to be a whole new business. The pandemic has shown us that the human need to ‘play’ at every age is very real, and we don’t see that letting up. The passion for our brands has always been uniquely ageless, which gives us a runway to deliver our brands in fun, reimagined ways for adult fans.”
TL;DR
Balmain, Barbie, and Mint NFTs came together for an exclusive “Phygital” project to mark the entry of Barbie in the Web 3 space.
- The project featured a 50-piece physical in-store clothing and accessory collection and a 3-piece Fashion NFT collection drop.
- The NFTs featured three unique Barbie and Ken avatars wearing Balmain silhouettes designed by Oliver Rousteing.
- The Fashion NFT collection went live through an auction on the mintNFT platform on January 11, 2022.
- The physical collection followed suit and was made available worldwide in flagship Balmain stores and on the Balmain website.
- All the items shared a Barbie pink hue and a unisex theme to highlight the inclusive and democratic theme of the project.
