Balmain Launches an Apple Music Hub of Soundtracks, Playlists, and Inspiration

11 months ago 59
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From Britney Spears to Beyoncé, musicians have had an enormous impact on Balmain’s Olivier Rousteing. When he sits down to sketch in his Parisian atelier, tunes are always playing in the background, and his runway shows have become de facto concerts—spring 2020’s menswear collection even featured a live performance by Darren Criss. To further connect the Balmain world with its fans, the brand is launching its own Apple Music hub today called Signature, featuring playlists and other forms of audio content, giving the Balmain Army a daily soundtrack. 

“Anyone who’s been following the story up to now already knows that I view fashion as inseparable from music,” says Rousteing in a release. “Seeing music and fashion as completely intertwined just reflects how my generation grew up—we simply cannot conceive of one without a full helping of the other. I am happy that this new partnership will help make that singular strand of the modern Balmain DNA even more clear and accessible to all.”

While the partnership is not the first linking of Apple Music and fashion—Virgil Abloh launched a radio station in 2018 and Balenciaga debuted playlists by Demna Gvasalia in August—it is an expanded project that aims to bring new kinds of audio content to followers. Details are short for now, but one could imagine a Rousteing podcast, a conversation with two muses, or a takeover by Yseult, who performed at the brand’s summertime show on the Seine. The partnership officially launches at Balmain’s spring 2021 show today in Paris, a virtual-meets-real experience that will be livestreamed on Vogue Runway. Tune in at 2 p.m. ET  to jam out.

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