An Le x Balmain F/W ‘21 FRACTURE is a brand-new, five-part drama series produced for Balmain in collaboration with Channel 4. The series was created by Creative Director Olivier Rousteing, Michail Papadogonas and Cat Hope. Both the series and campaign stills were shot by photographer AN LE. Production took place in Mexico and Los Angeles, with post production of the motifs exclusively by NOW OPEN.
Victoria, CEO NOW OPEN : “The original artwork was printed, then made into collages and re-scanned and color graded for the final result. It was all done at our studio @nowopentv.”
Balmain took an entirely new approach to present the Fall 2021 collection for its latest campaign : Thanks to a cooperation with Channel 4, the collection was presented as part of the five-part TV drama series, which celebrated its premier on 2 September for the London Fashion Week. This collaboration marked the first branded entertainment fashion cooperation for broadcaster Channel 4 and was the first time ever that a fashion brand cooperated with a TV channel in the form of an exclusive series to present clothing.
You’ll see stars appearing in the lead roles such as singer-songwriter Jesse Jo Stark, Tommy Dorfman (13 Reasons Why), Ajani Russell (Skate Kitchen), and Charles Melton (Riverdale). The mini-series sheds light on songwriter Mya (Jesse Jo Stark) and her relationships to her sister Ari (Dorfman), her girlfriend Edie (Russell), and Noa (Melton), a poet. The story is set in the outskirts of Los Angeles in a rundown motel by the name of Le Rêve, which the characters call their home. And since Balmain loves combining creations with music, the show features original songs by Jesse Jo Stark with compositions by Michael Jezerski.
“Fracture clearly demonstates Balmain’s determination to continue to break down boundaries and engage in unexpected, compelling and entertaining ways with lovers of fashion, music and design,” says Balmain Creative Director Olivier Rousteing. “Fracture’s story, writing, acting, directing and images are incredible – I loved being able to play a part in making this happen, and I can’t get Jesse Jo Stark’s music out of my head.”
Matt Ford, 4Studio’s Commercial Lead : “Fracture is testament to the fantastic collaboration and hard work of everyone involved, and we’re really excited to finally share this incredible drama series together with Balmain. 4Studio is leading the re-invention of short-form branded entertainment, supporting the delivery of Channel 4’s Future4 strategy to accelerate digital growth. We’re looking forward to pushing boundaries together with further premium brand partners in the future to create quality content that our viewers love – wherever they’re watching.”
Pierre Balmain is a fashion company which was founded in 1945 by French fashion designer Pierre Balmain with headquarters in Paris. Particularly in the 1950s and 60s, fashion house Balmain was among the leading international fashion companies alongside Dior with elegant haute couture for women. Today, it is owned by investment fund Mayhoola from Qatar. Jean-Jacques Guével, former CEO of Zadig & Voltaire, is now the CEO of Balmain.
About – Channel 4 is the number one branded social content partner in the UK across all platforms and categories and is the only UK broadcaster to offer a slate of social-first, branded entertainment opportunities to clients and advertisers for publication across its quality, brand-safe social channels – including Facebook, YouTube, Instagram, and All 4.
About – now open creative group is a creative agency for all media and digital content. We work with our clients as creative partners to produce successful campaigns that generate industry acclaim and achieve global success while providing high-end service with relevant aesthetics from traditional visuals to animation. Our team specializes in stills, film, moving images as well as creative content for the luxury, lifestyle, advertising, and entertainment industries.
Besides AN LE’s wonderful artwork, we also have the trailer for you. GoSee : jessejostark.com & balmain.com & channel4.com & fractureseries.com & nowopen.tv
GALERIES LAFAYETTE is one of the largest richly traditional French department stores chains. The flagship store is, of course, located in the middle of Paris and is considered one of the oldest in France. In 1996, Galeries Lafayette opened a department store in former East Berlin as one of the first companies following German Reunification – Galeries Lafayette Berlin.
The spot presented here for the famous Galeries Lafayette was directed by Coco Amardeill. Hair & make-up : Vera DIERCKX c/o NINA KLEIN. GoSee : groupegalerieslafayette.fr & ninaklein.de