# Co-Branded Drama Series Balmain & Channel 4 Collaborated on 'Fractures' By Laura McQuarrie | Published 2021-08-24 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/balmain-channel-4 References: [fashionunited.uk](https://fashionunited.uk/news/culture/balmain-partners-with-channel-4-on-short-form-drama-series/2021082457322) & [fractureseries](http://fractureseries.com) [Balmain](https://www.trendhunter.com/trends/chivas) and Channel 4 are introducing a first-of-its-kind co-branded venture between a fashion label and a broadcaster with Fractures, a short-form drama series starring singer-songwriter Jesse Jo Stark, Charles Melton, Tommy Dorfman and Ajani Russell. Over the course of eight-minute episodes, the series will be showcasing looks from the label's Autumn/Winter 2021 collection. Fracture tells the story of a colorful cast of characters at Le Rêve Motel on the outskirts of LA, and the story can be found on Channel 4’s [YouTube](https://www.trendhunter.com/trends/claires-1) channel and as a box set in the UK on All 4. With this series and more in the future, Channel 4 is on a mission to boost digital growth and push the boundaries with the aid of [premium brand partners](https://www.trendhunter.com/trends/willy-chavarria1). ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 6% | Activity: 55% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### Why This Trend Is Growing - **Branded Content Series:** With the success of co-branded drama series, brands can explore creating branded content collaborations with publishers or networks to drive engagement and reach. - **Fashion-based Web Series:** Fashion labels can produce their own web series to showcase their latest collections and reach a wider audience, tapping into the growing popularity of online streaming platforms. - **Short-form Content Marketing:** Utilizing short-form storytelling through collaborations can enhance brand image and awareness, as well as provide viewers with entertaining and memorable content. ### Industries Being Reshaped - **Fashion:** Fashion labels can leverage co-branded web series to market their products and connect with customers in a creative and engaging way. - **Broadcasting & Streaming:** Publishers and networks can partner with brands to create original, co-branded content that appeals to their audiences, generating brand awareness and new revenue streams. - **Advertising & Marketing:** Creating short-form content in partnership with brands can help advertisers and marketers break through the clutter of traditional advertising, providing audiences with entertaining and relevant brand messaging. ## Related on Trend Hunter - [Luxury Fashion-Branded Whiskeys](https://www.trendhunter.com/trends/chivas.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Collaborative Stylish Relaxed Outerwear](https://www.trendhunter.com/trends/oamc-and-fragment.md) - [Luxury Auto-Branded Fashion Lines](https://www.trendhunter.com/trends/balenciaga-x-automobili-lamborghini.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md) - [Livestreamed Fashion Campaigns](https://www.trendhunter.com/trends/amazon-fashion-europe.md) - [Designer-Led E-Commerce Partnerships](https://www.trendhunter.com/trends/willy-chavarria1.md) - [Avant Garde Seasonal Fashion](https://www.trendhunter.com/trends/brucolic.md)