High fashion brand Balmain has partnered with NFT minting platform MINTNFT and blockchain XRP Ledger to launch an exclusive membership club called “The Balmain Thread”, a membership process that gives you access to certain benefits through NFTs. Balmain made this announcement at Paris Fashion Week.
Membership in Balmain Thread started through invitation during Paris Fashion Week, with more expected to grow over time. Getting one of the membership NFTs allows you to gain access to exclusive in-person events, voting rights, surprise releases and more. In an official statement, Balmain Creative Director Olivier Rousteing said, “My goal has always been to ensure that this house’s designs are timeless and tied together by a unifying thread.”
Balmain may be one of the first fashion houses to launch an NFT-based membership but we expect others to follow suit as we see more big brands moving into the Web3 space.