Starting May 21st, Balenciaga Music introduces a multi-faceted collaboration with French composer and musician BFRND, together they are launching a project that focuses on the important role music plays in Balenciaga’s creative and cultural impact. Renowned for his genre-blurring sound and deep affinity for dark electronic and classical music, BFRND has crafted original soundtracks for every Balenciaga presentation since 2017.

The Balenciaga Music | BFRND Series introduces limited-edition merch, a 4-hour original playlist curated by BFRND featuring his artistic inspirations, and an original 8-bit video game, providing a 360° experience. Available in stores and online at balenciaga.com, the merchandise includes T-shirts and zip-up hoodies, each equipped with an all-access pass embedded with an NFC (Near Field Communication) chip.

The accompanying video game, developed to mark the series launch, takes players through various Balenciaga show sets (Winter 21, Winter 22, Spring 24, and Summer 24), with their respective musical tracks. Playing as a designed BFRND character, players navigate through each presentation’s obstacles, collecting iconic Balenciaga products to score points. The game’s worldwide launch will feature a contest rewarding the top 30 players.

The first three levels of the game are open to anyone via a dedicated mini-site, WeChat, or on a touchscreen at the Balenciaga Paris flagship on Avenue Montaigne. The fourth bonus level can only be accessed via the NFC chip embedded in Balenciaga Music | BFRND merch. Here’s the link to the mini game: https://bfrndgame.balenciaga.com

The series is unveiled through a dedicated campaign photographed by Melchior Tersen, inspired by vintage portraits, with each image featuring the artist as a goth family member.