US' Mattel announces partnership with French luxury brand Balmain

Styled in complete looks from Balmain’s designs, each is accompanied by a one-of-a-kind bespoke set of Barbie-sized Balmain pieces, creating a unique digital and physical art collection, Mattel said in a press release.

These Barbie x Balmain NFTs will be available exclusively through Mattel Creations, via an online auction hosted on mintNFT, guaranteeing buyers a unique place in fashion history as it moves into the virtual realm. Barbie, with over 62 years of history, is a globally recognised influence and arbiter in the worlds of fashion and pop culture, creating an intersection between the brand, art and collectability. In 2020, Mattel launched Mattel Creations, an e-commerce platform that connects Barbie — and Mattel’s iconic catalogue of IP — with a network of global makers to produce limited-edition creations where toys are a canvas for art, and art is inspired by toys. With the rapid expansion of the metaverse, Mattel Creations has become especially resonant in the virtual space and is an exciting new platform for digital art deliveries.

To mark the partnership, Barbie and Balmain have launched a digital campaign, which depicts the ready-to-wear and accessories collection on Barbie avatars. The promotion was conceptualised and styled by Charlotte Stockdale and Katie Lyall and photographed by Norbert Schoerner.

The Barbie x Balmain ready-to-wear and accessories line takes the established aesthetic and opulence that Rousteing has so successfully built up over the past decade and filters it through a Barbie lens. From a nostalgic 1990’s-era Barbie logo to a “Barbie pink” Pantone to Barbie’s iconic packaging, Rousteing and the Balmain teams’ 50+ piece collection intertwines the toy’s signatures with the label’s hallmarks, like its marinière and Labyrinth patterns. Barbie and Balmain share a penchant for bright, optimistic iconography, and here, they come together in a balanced and wearable homage to the ebullient legacies of both, according to Mattel.

“Together, Barbie and Balmain are creating a new chapter in the legacy of the toy and fashion industries. As a fashion house committed to innovation in unexpected and joyous ways, Balmain, under Olivier Rousteing’s creative direction, is the perfect partner to translate the iconography that is unique to Barbie into a modern iteration of digital art and physical fashion,” Richard Dickson, president and chief operating officer of Mattel said in a statement.

“As our campaign images make very clear, Barbie and Balmain are embarking upon a distinctly multicultural, inclusive and always joy-filled adventure. For this collaboration, we are building upon the new French style of Balmain’s most recent collections, once again showing that Balmain is inspired by the truly diverse and exciting beauty found on today’s Parisian boulevards and avenues. This collection also rejects any arbitrary gender limitations—this is an almost 100 per cent unisex collection,” Rousteing said.

Fibre2Fashion News Desk (GK)