Premium minting platform MINTNFT has partnered with Balmain to premiere “The Balmain Thread” on XRP Ledger at Paris Fashion Week. This move into Web3 makes the French brand the first global fashion house to create an NFT-based membership programme. Membership perks include access to in-person events, rewards, as well as voting privileges – to name but few. Best of all, the membership programme does not require any knowledge or ownership of crypto.
Balmain is the first global fashion house to establish a Web3 community.
Photo credit: Getty Images
The Balmain Thread: What we know so far
Balmain’s Web3 community builds on creative director Olivier Rousteing’s vision to form an unbroken story that will continue into the future. The community will oversee the brand’s NFT offerings as well as offer access to fashion events. These range from house collections and in-house events, to surprise drops, and dynamic digital experiences.
The fashion brand will invite the first series of members to join during the third edition of the Balmain Festival – an annual highlight of Paris Fashion Week. Set to launch later this year, the Balmain Thread will eventually be home to 10,000 brand fans and customers. It is important to note that no crypto is required to join this community. This is because memberships are minted on the carbon and user-friendly XRP Ledger blockchain and MINTNFT.
“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.”
About the French fashion house
Pierre Balmain founded Balmain in 1945. His “New French Style” was instantly recognizable as a fresh, bold, and feminine take on haute couture. Since then, the fashion house has gone from strength to strength and is now a leading global brand. The Balmain Thread propels the fashion brand to Web3. More importantly, it helps fans move seamlessly from a platform-focused Web2 onto an ownership-driven Web3.
