DO YOU KNOW WHAT IS BALENCIAGA MUSIC?

Balenciaga

On March 17th 2022, Balenciaga has unveiled an exciting new collaboration with Aya Nakamura, a Malian-born French singer whose chart-topping hits have made her one of the most influential faces in the European music industry.

However, this partnership is unlike those with Crocs, Fortnite, or Gucci, as it is part of a specific project that the fashion house has been developing for a couple of years.

We are talking about Balenciaga Music, an initiative passionately driven by creative director Demna Gvasalia since September 2020. Gvasalia felt the need to showcase the musical universe that inspires and surrounds his work. Fans and followers of the brand have thus been able to immerse themselves in a previously unseen side of his creative process, listening to his favorite songs and getting to know the artists he admires. When the designer released his personal playlist on Apple Music, he stated: “To launch this project, I decided to release my personal playlist, which includes some songs I listen to every day. This playlist is a musical introduction and represents me, which is why I called it ‘Hello, my name is Demna.’”

In his eclectic selection, there are tracks totaling 13 hours of listening, ranging from Kanye West to Adriano Celentano, gathering all the works that influence the designer and represent some of his personal references.

After this, Demna wanted to directly involve the musicians he holds dear by sharing their playlists on Balenciaga’s channel and creating capsule collections that resemble the merchandise typically available at concerts. The first name was Rammstein, a metal band that the creative has shown numerous appreciations for during his time at Vetements. He once again turned to them to create a series of vintage-style raincoats, t-shirts, hoodies, caps, and bags, along with a playlist.

Balenciaga

Next came Ru Paul, the famous drag queen who, for the summer of 2021, created a collection of songs characterized by a joyful and carefree atmosphere, perfect for the return to freedom after months of lockdown. This collection included tracks by Britney Spears, David Guetta, Ciara, and Destiny’s Child.

Balenciaga

In essence, we can see this move as yet another confirmation of the multidisciplinary direction the fashion business is heading towards, a process perfectly understood by Demna Gvasalia, which is among the many reasons for his success.