di Tania D’Ausilio
It happened for Balmain who, together with Barbie, decided to inaugurate 2022 with an inclusive and unisex collection. Where pink dominates, accompanied by the timeless classics of the maison, such as the iconic sailor model and the hypnotic labyrinth motif. A limited edition capsule collection that represents a perfect partnership between two companies that have made the history of fashion and toys.
Balmain is not new to this type of co-branding operation: last fall it launched another capsule dedicated to ski clothing for Rossignol.
With the collaborations that have invaded the market it is important to focus on quality partnerships that have authentic roots and that bring real added value to both brands involved. Yes, because the co-branding experience, especially between brands belonging to different sectors, is increasingly in vogue. Recently Mattel signed another collaboration with Pastificio di Martino and Barbie, together to enhance family time and promote the right to playtime and food for all.
Collaborations that are useful to spread positive messages that inevitably return the values of the brand. This was underlined by Balmain’s creative director, Olivier Rousteing, who said to be “proud of a completely unisex collection that breaks all boundaries”.
“Balmain for Barbie is the result of a resolutely multicultural, inclusive and joyful adventure. Featuring almost entirely unisex styles in shades of Barbie pink, the ready-to-wear models playfully embrace the Maison’s new French style”, reads the Instagram account of the fashion house. With this collection we also wanted to give a contribution to the NFT universe. In fact, Barbie made her debut in the virtual universe with three avatars styled in complete looks from Balmain’s designs. The NFTs were auctioned together with a physical design.
Only inclusive garments to cancel the differences between Ken and Barbie and finally put them on the same level. The world of toys could become the new frontier of fashion and luxury, to give consumers experiences with a nostalgic flavour and awaken wonderful childhood memories.
