Balenciaga has announced it is joining Apple Music, and will be producing curated playlists based around a group of influential artists.
The partnership will see people that inspire Balenciaga’s artistic director Demna Gvasalia create original playlists to be launched alongside limited-edition products.
It is another example of how luxury fashion brands have embraced innovative digital campaigns over traditional means to advertise new collections.
“The Balenciaga x Apple Music playlists will be by some of my favorite music artists, each of whom I have personally selected,” said Demna Gvasalia about the new endeavor. “These playlists will represent their personal tastes and influences, giving insight into what they listen to in their own lives.
“To launch the project, I decided to release my own playlist, including some favorite tracks that I listen to every day. This playlist is a musical introduction and representation of me. This is why it is called Hello, My Name Is Demna.”
Demna’s first playlist is already available, and features 13-hours of his favorite music. The first month of merch includes nametag graphics that feature the name, Hello, My Name is Demna on them.
You can check out the full playlist right here.
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