Balmain’s drama series injects luxury into Channel 4

UK – Subverting luxury marketing conventions, the fashion house is teaming up with tv broadcaster Channel 4 on a short-form drama series. The series, Fracture, was launched in conjunction with London Fashion Week 2021 and marks a first for the tv channel. Each episode will feature a full cast wardrobe of designs pulled from Balmain’s autumn 2021 collection.

The collaboration reflects both Balmain and Channel 4’s aims to connect with their respective audiences in non-traditional ways, recognising the powerful medium of entertainment and fashion as communication tools. ‘Fracture helps to make very clear Balmain’s determination to continue to break down boundaries and engage in unexpected, compelling and entertaining ways with lovers of fashion, music and design,’ explains Olivier Rousteing, creative director of Balmain.

As the luxury sector continues to take imaginative digital marketing approaches, brands are loosening the reins on high-end traditions by using commercial entertainment formats. From multimedia marketing to shoppable shows, we’ve been tracking the rise of Luxtainment over the past year.