Balenciaga is venturing into wearable tech with a new merchandise series that gives consumers exclusive access to media. The luxury fashion house is partnering with EON, a company specializing in Digital ID technology, to embed a custom-produced song by Archive, a London-based trip-hop group, into items from the collection.
The Balenciaga Music I Archive merch series includes T-shirts and hoodies and is available in Balenciaga stores and on Balenciaga.com, starting today. The embedded song, titled “Patterns,” was composed exclusively for Balenciaga Music and is not available anywhere else or through any other channel.
To listen to the song, Balenciaga customers will have to tap the high-security NFC chip integrated into their Balenciaga Music I Archive item with their smartphone. The activation is powered by the same security technology that brands use for product traceability and authentication, showcasing how Digital ID can power different use cases and product experiences.
“We’re excited to partner with Balenciaga on this industry-first experience, enabling a direct and exclusive connection between physical products and the creative inspiration of art and music behind them,” said Natasha Franck, Founder and CEO of EON in a statement. “This collection spotlights the infinite possibilities that the EON Product Cloud provides for brands to capitalize on products — going beyond product traceability to turn products into new media channels that enable brands to drive multiple transactions through singular product.”
EON aims to forge and manage the link between a physical product and its digital twin in the cloud, helping build and host a secure web experience where customers can easily access the Balenciaga Music I Archive song. EON also delivers full translation support in English, French and Chinese languages.