French fashion house Balmain launches Non-Fungible Thread with MINTNFT

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MINTNFT Founder James Sun (left) with Balmain Creative Director Olivier Rousteing. photo: Balmain

French luxury fashion house Balmain has partnered with LA-based NFT marketplace MINTNFT to launch a single dynamic Non-Fungible Thread in the metaverse. This long-term global partnership was announced at the unveiling of the flagship Balmain in New York, which was attended by Balmain Creative Director Olivier Rousteing and MINTNFT co-founder James Sun.

The Non-Fungible Thread will take the house of French haute couture deep into the metaverse as this NFT will evolve over time as a key component of future home fashion accessories, sneakers and celebrations, combining physical and digital, while offering membership benefits to families. a brand influencer called Balmain Army, the two companies said in a joint statement.

Since its founding by legendary designer Pierre Balmain in 1945, the historic home of Balmain in Paris has been celebrated for its remarkable history of creating timeless designs that consistently deliver a unified and unique vision—one long, unbroken thread.

French luxury fashion house Balmain has partnered with LA-based NFT marketplace MINTNFT to launch a single dynamic Non-Fungible Thread in the metaverse. This long-term global partnership was announced at the unveiling of the flagship Balmain in New York, which was attended by Balmain Creative Director Olivier Rousteing and MINTNFT co-founder James Sun.

“Maintaining threads is key in fashion,” Balmain creative director Olivier Rousteing said. “To expand a clear vision and advance a distinct aesthetic, each collection overseen by a fashion designer must be tied together by a single unifying thread.”

To reflect and celebrate that unparalleled and sustainable tradition, the Balmain-MINTNFT collaboration proposes a one-of-a-kind NFT, which is defined as ‘Non-Interchangeable Threads’.

“I never aimed to just be cool,” Rousteing said. “Rather, my goal has always been to ensure that the design of this home is timeless. A designer needs to create a collection that is tied together by a unifying thread. And it’s important to never break that thread—because when it does . . . well, it means you’ve failed. That means you haven’t been able to expand on a clear vision and advance a different aesthetic.”

“In a world plagued by NFT speculation and plagiarism, our printing platform and strategic input helps protect Balmain’s intellectual property and iconic heritage,” commented James Sun, co-founder of MINTNFT.

Balmain CEO Jean-Jacques Guevel commented: “To develop a truly innovative Web3 strategy, it would be difficult to think of a better partner than MINTNFT and Ripple. We’re excited to work with them to create a Balmain space in the metaverse—and to work on a number of singular and exciting projects in the future.”

As Balmain prioritizes environmental protection, MINTNFT has chosen Ripple as its blockchain partner to support building a sustainable NFT experience for Balmain on XRP Ledger (XRPL), which is the first major blockchain to become carbon neutral in 2020.

Fibre2Fashion (KD) News Desk

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