LOS ANGELES–(BUSINESS WIRE)–Premium imprint platform MINTNFT partners with Balmain to premiere “The Balmain Thread” on the eco-friendly XRP Ledger at Paris Fashion Week, becoming the first global fashion house to create an NFT-based membership program. As Balmain’s exclusive Web3 partner, MINTNFT continues to lead brand experience innovation.
The Balmain Thread is the fashion house’s bespoke version of ‘The Club’, MINTNFT’s membership, loyalty and rewards product powered by Web3 technology. Access to in-person and virtual events, rewards, community voting rights and much more will seamlessly feed into the program to keep consumers engaged. No knowledge of or ownership of crypto is required.
The creation of Balmain’s Web3 community builds on creative director Olivier Rousteing’s decade-long vision to form an unbroken story that will continue into the future. The Balmain Thread will monitor Balmain’s unique, ever-evolving series of NFT offerings, while offering unparalleled access to upcoming Balmain moments, including special events, house collections, surprise drops and dynamic digital experiences.
“I’ve never aimed to just be cool,” notes Balmain’s creative director Olivier Rousteing. “Instead, my goal has always been to ensure that this house’s design is timeless and tied together by a unifying thread. And it’s important to never break that thread – because the moment that happens… well, that would mean you’ve failed. That would mean you haven’t been able to expand a clear vision or advance a distinct aesthetic.”
The first series of members will be invited to join during the upcoming third edition of the Balmain Festival (September 28), an annual highlight of Paris Fashion Week. Launching later this year, The Balmain Thread will eventually be home to 10,000 of the house’s most passionate customers and fans. Members of the Balmain Thread community will never need to have mastered the workings of crypto or blockchain to engage creatively with the house, with membership minted on the carbon-friendly XRP Ledger blockchain and MINTNFT guaranteeing maximum security by proving authenticity via proprietary video verification technology.
New to the Balmain Festival will be ‘The Moment’ – a mobile photography experience created by MINTNFT that allows festival goers to transform and stamp their favorite Balmain Festival fashion moments into their own unique digital collectible on the XRP Ledger. The Moment was developed by MINTNFT as a highly accessible way for brands to generate digital and physical engagement at events.
“The Balmain Thread builds on this house’s distinctive strategy of continually exploring avenues that can strengthen our ties with the incredibly engaged, diverse and global Balmain Army,” explains Balmain CMO Txampi Diz. “We are excited about the future ahead as the physical and digital continue to merge, offering us new ways to introduce this house to a wider audience, while building on Olivier Rousteing’s determination to further democratize fashion.”
“We believe Web3 will drive a new wave of engagement, enabling companies to unlock access and provide richer experiences for their communities like never before,” said James Sun, CEO and co-founder of MINTNFT. “As a leader in innovation, both in fashion and technology, Balmain is the perfect partner to deliver this next evolution of NFTs and blockchain.”
The Balmain thread opens the doors to the metaverse for these fans as they move seamlessly from a platform-focused Web2 to an ownership-driven Web3 where they can engage more deeply with their favorite fashion house. MINTNFT makes their passion for all things Balmain easy, safe and secure with easy credit card onboarding and proprietary video verification technology that confirms Balmain Thread’s authenticity. All memberships will be minted by MINTNFT on the XRP Ledger, an open source and certified carbon neutral Layer 1 blockchain.
Join the waiting list at mintnft.com/balmainthread for details on how to become part of the Balmain Thread community.
About MINTNFT
MINTNFT is a premium coining platform for non-fungible tokens (NFTs) that makes collecting NFTs easy, safe and social. MINTNFT partners with brands to deliver superior consumer experiences through a unique suite of products powered by Web3 technologies. The company’s newest product, The Club, is a membership and rewards program that offers new ways for customers to engage with the brands they love. MINTNFT provides easy onboarding of regular consumers, enterprise-grade security and IP protection with patent-pending Video Verified technology. Learn more at mintnft.com.
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About Balmain Paris
More than 75 years ago, when Pierre Balmain first introduced his “new French style”, it was immediately clear to all that his eponymous house offered a distinctly fresh, bold and feminine take on haute couture, one that broke with many of the well-established conventions of the time. His audacity paid off. Pierre Balmain became one of a handful of young French talents who ushered in the mid-century golden age of couture and helped re-establish Paris as the fashion capital of the world.
For more than ten years, Balmain’s creative director, Olivier Rousteing, has creatively built on Pierre Balmain’s extraordinary legacy, while always staying true to his own will to design clothes that reflect the way his inclusive, powerful and global Balmain Army wants to live on. Today. The result is a unique and instantly recognizable Balmain silhouette, style and attitude that highlights the unparalleled craftsmanship of the house’s renowned ateliers while consistently referencing a rich Parisian heritage. For more information, please visit balmain.com.
About XRP Ledger
The XRP Ledger (XRPL) is an open source, public and decentralized Layer 1 blockchain led by a global community of developers. It is fast, energy efficient and reliable. For more than ten years, it has been the blockchain best suited to enable settlement and liquidity of tokenized assets at scale. With ease of development, low transaction costs and a knowledgeable community, it provides developers with a strong open source foundation to execute the most demanding projects – without affecting XRPL’s lean and efficient feature set. XRPL enables a wide variety of services and use cases, including payments, decentralized finance and tokenization. Learn more at XRPL.org.
