From Instagram to Depopįor shows like Emily in Paris and Gossip Girl, social media is an important component on and off screen. A second season with Balmain’s involvement is now planned. Balmain shot content and campaigns on the show set and produced products in line with it.
When Balmain announced the Fracture deal, the brand saw an immediate surge in site traffic, says Diz. The Emily in Paris partnership gives us a voice and gets the word out there,” says Gamze Ates, founder of luxury resort brand My Beachy Side, which employs and re-skills Turkish female artisans who have faced hardship. “For a small brand like us, it’s hard to be noticed. not the only way we look at fan love - the conversation that it's driving and ultimately the level of authenticity and excellence that comes from the products we're creating.”įor fashion brands, entertainment partnerships are currently more of a marketing play. It's only natural that we’re starting to see how Netflix influences and interplays with the world of fashion.”įor Netflix, fashion partnerships can be revenue drivers, but that’s not the only measure of success, says Simon of Netflix. I think a lot of our shows are at the centre of cultural conversation. “For Netflix, what's great is we're already starting from that point. How collabs work bestīrands have traditionally used collaborations as a way to infuse culture into their products, says Josh Simon, VP of consumer products at Netflix, which collaborated on a streetwear drop for Squid Game. In China, Balmain partnered with Tencent to broadcast Fracture, reaching 120 million views.
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Storytelling is the key.” Separately, in August, Balmain also launched with TV mini-series Fracture on the UK’s Channel 4, which pulled in 6 million views, well beyond initial projections, according to the brand. “I mean, we're all obsessed with content. “For us, partnerships between fashion and entertainment are something that's very obvious,” he says. The capsule collection, featuring Western-inspired fringed jackets and suede skirts and available on Farfetch and the Netflix Shop, has had a “very positive” response, according to Balmain CMO Txampi Diz. In November, creative director Olivier Rousteing launched a capsule collection with Netflix Western, The Harder They Fall, after being approached to design costumes and falling in love with the production, particularly for its championing of Black representation in Westerns.
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