The US toy company Mattel and the French luxury label Balmain have presented a Barbie collaboration. The company announced on Thursday that the collaboration resulted in a ready-to-wear and accessories collection, as well as three NFTs dedicated to the iconic toy figure. A digital campaign in which Barbie avatars showcase their looks gives the go-ahead for the comprehensive project.
Barbie and Balmain travel to the Metaverse
In addition to the collection, which will be available in Balmain stores and selected retailers as well as online from January 13th, Balmain has created three Barbie NFTs under the direction of Mattel Creations. These non-replaceable digital items will be available exclusively through an online Mattel Creations auction. The Barbie NFTs are equipped with virtual Balmain designs and are each supplemented by a tailor-made, material Balmain set in Barbie size.
The e-commerce platform Mattel Creations was founded by the toy manufacturer in 2020 to network the Barbie universe with creative minds. From this, limited Barbie editions should establish themselves, which underline the cult factor of Barbie and re-stage the figure as an art object. With the rise of the Metaverse, Mattel Creations has become increasingly important in the virtual world of the creative industry.
Barbie’s style interpreted by Balmain
Both Barbie’s timeline and Balmain’s design history record fashion moments that shaped pop culture and shaped trends. This common influence on fashion and culture is expressed in the new collection.
For the ready-to-wear collection, Oliver Rousteing, Creative Director at Balmain, has reinterpreted Balmain’s unmistakable design signature through Barbie’s eyes. The Pantone color “Barbie Pink”, as well as a nostalgic Nineties Barbie logo and visual references to the unmistakable Barbie packaging are reflected in the over 50 looks of the collection. Balmain’s stripe design and labyrinth pattern appear in new versions that are adapted to Barbie’s style.
“As our campaign pictures make clear, Barbie and Balmain are embarking on a decidedly multicultural, inclusive and always joyful adventure. For this collaboration we are building on the New French Style of the last Balmain collections and show once again that Balmain is inspired by the truly diverse and exciting beauty that can be found on the Parisian boulevards and avenues today, ”said Rousteing.