Starting May 21st, 2024, Balenciaga Music - a project that focuses on the important role music plays in Balenciaga’s creative and cultural impact - launches a multi-faceted collaboration with French composer and musician BFRND.
BFRND has produced original soundtracks for every Balenciaga presentation since 2017. He is known for a genre-bending signature sound and a deep love for dark electronic and classical pieces.
The Balenciaga Music | BFRND Series consists of limited-edition merch, a 4-hour original playlist created by BFRND that includes many of his artistic inspirations, and an original 8-bit video game - offering a 360° experience.

Spotify
Apple Music
Deezer
Amazon Music

The merch, available in stores and on balenciaga.com, includes T-shirts and zip-up hoodies that each come with an all-access pass embedded with an NFC chip. BFRND: The Game was developed to commemorate the launch of this series. Since BFRND is the artist behind the Balenciaga sound, the pixelated adventure takes one through various Balenciaga show sets (Winter 21, Winter 22, Spring 24, and Summer 24), each involving their respective musical tracks.
As a designed BFRND character, players navigate around each presentation’s obstacles while collecting iconic Balenciaga products to score points. The game will launch with a worldwide contest, in which the top 30 players worldwide will be rewarded.

The first three levels of the BFRND: The Game are accessible to anyone via a dedicated mini-site, WeChat, or on a touchscreen at the Balenciaga Paris Montaigne and the Shanghai IAPM flagships. A fourth bonus level is only accessible via the NFC (Near Field Communication) chip embedded in Balenciaga Music | BFRND merch.

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The series is announced with a dedicated campaign shot by photographer Melchior Tersen, the concept of which is based on typical vintage portraits, each featuring the artist himself as a goth family member.

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