Olivier Rousteing, the creative director of Balmain, drew his inspiration for a limited-edition collection from the most recognizable and playful character in the Pokémon video game series, Pikachu. This collection is part of Balmain’s ongoing collaboration with Pokémon to expand and develop the Pokémon universe. The exclusive Balmain x Pokémon collection is centred on a trainer fashion set, with Pikachu and his lightning-bolt tail showing across hoodies, oversized tops, trousers, sneakers, and backpacks that will sit in both the actual and digital worlds of Pokémon. Rousteing issued the following comment in response to the collaboration: “Pokémon’s vibrant pop aesthetic and intriguing creatures have always appealed to me.” Today, they remind me of a simpler, more innocent era, when we all had a rosy image of all the great changes that would be made possible by technological breakthroughs, and we were certain that these innovations would bring about these improvements.
“That is one of the primary reasons why I am so thrilled to join Pokémon in this collection—because, right now, we could all use a reminder of those pastimes of hope and optimism,” she said. “Pokémon is a brand that I have always admired and respected,” she said. The collection features Rousteing’s reinterpretation of recognizable Balmain silhouettes, such as the brand’s signature slouched hoodies, sneakers, and bags. Additionally, the collection features the fashion house’s signature Labyrinth motif, which has been combined with Pokémon’s vivid colours and eye-catching iconography.
“Balmain is an iconic fashion brand that continues to captivate the world’s attention with its innovative designs and heightened innovation,” Kenji Okubo, president of The Pokémon Company International, said further. For over 25 years, Pokémon has been a significant factor in shaping the zeitgeist of popular culture, and the capacity to drive innovation has been essential to our company’s long-term success. We were able to find a partner in Balmain that shares our beliefs, and along with them, we have been able to develop something absolutely remarkable that bridges the gap between the physical and digital worlds of fashion.
As part of the collaboration between Balmain and Pokémon, there will also be a digital activation. Beginning September 5, customers will be able to purchase one of fifteen unique NFC-enabled badges at one of nine different Balmain boutiques located across the Americas, Europe, and Asia, as well as at Balmain’s retail partner Stadium Goods in Chicago.
These badges, which were developed in collaboration with the technology company SharpEnd, will provide users with exclusive access to digital content as well as the opportunity to win prizes. The prizes include VIP tickets to the Balmain fashion show and music festival that will take place during Paris Fashion Week as well as immediate access to the Balmain Fashion set in Pokémon Unite. Fans of Pokémon Unite, a team battle game developed in partnership with TiMi Studios, will also have the opportunity to unlock a digital version of the Balmain fashion set for free use for a period of one week if they log onto the game between September 2 and September 30. This promotion will run for the duration of the game’s availability.
After we had all downloaded the Pokémon Unite app, Rousteing continued by saying, “Well, I think every member of my team got a little addicted to that game.” That shouldn’t come as much of a shock to any of us, given how long ago the games in question were originally released, should it? Playing the game at the same time that we were developing the special Balmain-Pokémon badges and jackets that Pokémon Unite Trainers may unlock added to the enjoyment, and I’m really looking forward to having more time to play the game after the frenzy of Paris Fashion Week is gone.”
Reference:
Wightman-Stone, Danielle. “Balmain Unveils Collaboration with Pokémon.” FashionUnited, 2 Sept. 2022, https://fashionunited.com/news/fashion/balmain-unveils-collaboration-with-pokemon/2022090249485.
