The luxury fashion-house Balenciaga has announced its latest Balenciaga Music project in collaboration with Italian singer and style icon Mina. The Balenciaga Music platform was created to offer hand-selected playlists that reflect Balenciaga’s culture, and offer an immersive experience through merchandise, exclusive content and playfully interactive campaigns. The latest collaboration with Mina marks her first foray working with a fashion house and launching official merchandise of any kind.
On 19 September, the fashion Maison's latest collaborator Mina will pre-release her new track 'L’Amore Vero', which will be available via a limited-edition scannable merchandise, which is embedded with a NFC (Near Field Communications) chip. When activated by a compatible device, it unlocks the new song. The development of this new technology allows for people to wear the music, unlocking listening experiences. There will also be a three-hour original playlist by Mina featuring a personal selection of songs from her favourite artists.
