Balmain presents an exclusive collection, both physical and digital, in collaboration with The Pokémon Company, which includes the release of a drop designed by Olivier Rousteing, Balmain’s creative director, but also a limited edition of “fashion sets” for all Pokémon Unite Nintendo Switch players. A strategy that mixes the famous “new French style” of the brand, created in 1945 by Pierre Balmain, with that pop-nostalgic imaginary that features today as a real trend and that has seen the Japanese video game become a worldwide phenomenon since the late 90s, without ever ceasing to be so – let’s just think of the great success that Pokemon GO achieved just a few years ago.

“Pokémon’s bright pop aesthetic and captivating creatures have always appealed to me”, explained the designer. “Today, they make me think of an earlier, simpler time, when we all shared a rosy vision of all the positive changes that we were certain that digital innovations would make possible. That’s a key reason why I’m so happy to partner with Pokémon on this collection—because, right now, we could all use a reminder of those past moments of hope and optimism.”

The physical collection includes t-shirts, denim jackets and sweatshirts, but also accessories such as sneakers, bags and backpacks, with printed the most beloved Pokémon ever: Pikachu. What makes the drop recognizable is definitely the famous Balmains’ labyrinth motif, originally designed by the couturier himself, but also the bright colors, such as yellow, red and blue, which refer to the Pokémon universe.

“Balmain is an iconic fashion house that continues to capture the world’s attention with its inspired designs and elevated creativity,” commented Kenji Okubo, president of The Pokémon Company international. “Pokémon has been a key driver of the cultural zeitgeist for more than 25 years and the key to our success has been our ability to drive innovation. In Balmain we found a partner that shares our values and alongside them we have been able to create something truly special that crosses the physical and digital worlds with fashion.”

The collaboration is also enriched by another innovative element. Thanks to a partnership with Sharp End, 15 distinct NFC-enabled Balmain x Pokémon badges are available from September 5, who will allow to purchase in nine different boutiques across America, Europe and Asia, to access to the “Balmain X Pokémon Experience” and to win a series of VIP tickets for the upcoming Balmain festival scheduled for the next Paris fashion week.