The Balmain App Connects to Younger Consumers and Offers AR Content

 - Jan 28, 2019
References: balmain & thecurrentdaily
The Balmain app offers a new way for consumers to connect with the luxury label, promising "direct access to [its] unique universe, style and attitude through a range of experiences and access to exclusive content." With the app, users are able to immerse themselves in augmented reality content on the streets of Paris, attend live broadcasts of fashion shows—notably, those who downloaded the app were able to tune into the show for the brand's first couture collection in more than a decade and a half.

Since 2011, Balmain's Olivier Rousteing has been working to keep luxury fashion exclusive yet inclusive, and in particular, make the 82-year-old French luxury fashion house appealing to a younger target demographic. Just last year, the label launched virtual reality in-store experiences and cast entirely virtual models to front a fashion campaign.