Beyond clothes and amazing catwalks, BFRND is introducing the Balenciaga sound to the virtual world. Under the creative direction of its Musical Director, BFRND, the House’s most recent digital endeavour, Balenciaga Music | BFRND, aims to expand its cultural influence.
The creative force behind the Balenciaga sound you’ve heard on the runway and envisioned yourself stomping down the street whenever you’re feeling ill is BFRND. Since 2017, he has created original soundtracks for each Balenciaga presentation. He adds his unique, genre-spanning touch to show music, frequently drawing inspiration from electronic and classical compositions.
BFRND: Crafting the sonic identity of Balenciaga
Getting a new internet-stirring product (or three), a stunning venue, and of course that Balenciaga soundtrack is nearly normal protocol for Balenciaga presentations with some calling it the “Sound of Balenciaga.”
Demna, the creative director of Balenciaga, and her partner BFRND are to be thanked for being the reason behind those who were bobbing their heads during the shows. The brains behind the contagious electronic noises that permeate the entire area, be it the New York Stock Exchange or a specific LA neighbourhood, is BFRND.
‘The show’s music is a profound form of artistic expression. It blends our lives together as a creative pair, Demna’s artistic vision, and my personal musical signature,” BFRND stated to Highsnobiety.
“It’s very different when it comes to explaining my taste using other people’s tracks because it needs to go through the different genres I like.”
Since 2017, BFRND has been the creative force behind Balenciaga’s sound, a collection of songs that defy genre boundaries and are described as “something powerful, oftentimes dramatic, always cinematic.”
It has a format as well. In music, you normally do a track that is 3 minutes long; here, it’s 15 to 20 minutes, so it’s a whole other approach.
Despite their years-long working relationship, BFRND and Balenciaga Music are officially collaborating with a clothing collection and a playlist that could last you a four-hour road trip. Oh, and they’re releasing a video game as well.
A Balenciaga video game?
Fans may explore the viral show sets of the label by taking on the role of a BFRND character in the Balenciaga and BFRND game, appropriately titled BFRND: The Game. Enter the game and you might get the chance to navigate Balenciaga’s dramatic play or stumble into its chaotic snowstorm presentation.
Grab your buddies and get started on BFRND: The Game. The first three levels of the game are available for play on WeChat or a touchscreen available in some Balenciaga stores.
Fans may find the secret NFC chip required to enter the additional level on the Balenciaga x BFRND tees and zip-hoodies.
“The NFC chip is a fascinating device. It offers an item of merchandise a fresh perspective,” BFRND says.
“In this case, I chose the idea of an all-access pass you usually get in concerts as a key to unlock a secret level of the game.”
Angelo Badalamenti, Demna’s personal playlist, RuPaul, Aya Nakamura, and the Balenciaga Music project are all intrinsically distinct. And for BFRND, that’s what makes Balenciaga’s music-focused brand so lovely.
“You get to discover artists and inspirations that you wouldn’t necessarily find on your own,” said BFRND. “The idea is to be as diverse as possible because that makes the project so special.”
Final thoughts
BFRND has shaped Balenciaga’s sonic identity since 2017, infusing each presentation with a unique blend of electronic and classical influences. Now, through the Balenciaga Music and BFRND initiative, the brand is expanding its cultural footprint into the virtual realm with innovative projects like a video game and exclusive music playlists.
This collaboration between BFRND and Balenciaga, underpinned by Demna’s creative vision, continues to push boundaries, offering fans new, immersive ways to experience the brand’s artistic expression.
(Tashia Bernardus)