On November 20th, 2023, Balenciaga announced the next phase of Balenciaga Music, curated by artistic director Demna. The initiative aims to provide a comprehensive music experience through innovative formats. The project features Archive, an English group with a 28-year history in electronic, trip-hop, post- and progressive rock. Archive created an exclusive 8.5-minute track, "Patterns," and a 7-hour playlist for Balenciaga.
The unique aspect of "Patterns" is its exclusive availability through an NFC chip embedded in limited-edition Balenciaga Music | Archive merchandise. Buyers can unlock an original listening event by scanning the chip with a smartphone. The interactive garments, including T-shirts and hoodies displaying Archive's discography, will be sold in selected Balenciaga stores worldwide and online.
This collaboration represents a first for both Archive and Balenciaga, as Archive has never worked with a fashion brand, and Balenciaga has never premiered music through a product. Alongside the exclusive track, Archive curated a 7-hour playlist available on a new Balenciaga Music hub on balenciaga.com, linking to various streaming services.
Darius Keeler, a founding member of Archive, emphasized the alignment of values between Balenciaga and Archive, emphasizing individuality and innovation. The project expands Balenciaga Music by introducing entirely new music tailored to Balenciaga's audience, coupled with a technically advanced merch series for accessing the music.