Balmain in trailblazing short-form drama link-up with UK's Channel 4

By

Sandra Halliday

Published
Aug 23, 2021

In a world where brands are always looking for a new ways to make a big (and positive) impact, new ideas in marketing tend to come thick and fast and the latest interesting development comes from luxury label Balmain. It has linked up with British broadcaster Channel 4 to create a brand new short-form drama series. The company said it’s a “first of its kind” move.

Balmain and the house's Creative Director Olivier Rousteing have joined Channel 4 in the creation of the series, called Fracture. It features five episodes, each of them lasting eight minutes.

Ahead of Monday's announcement, the company teased the launched on its Instagram account, introducing the various stars of the series. They include US singer songwriter Jesse Jo Stark (who also wrote and performed some of the original music); Charles Melton, who’s known for playing Reggie Mantle on the CW television series Riverdale; Tommy Dorfman, known for playing Ryan Shaver in the Netflix series 13 Reasons Why; and Ajani Russell, who’s an actor, model, skater and Skate Kitchen star.

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Channel 4 is known for its sometimes experimental approach to TV entertainment and this will be its first-ever branded entertainment drama series, Launching on September 2, it also happens to be the first time a fashion house has partnered with a broadcaster in this way.

It features a unique way of marketing the brand’s latest collection with the cast’s wardrobe drawing on Balmain’s AW21 designs throughout each of the five episodes.

Streaming on All 4 in the UK, Fracture will also have its own bespoke co-branded website that will see the series being streamed globally.