Barbie x Balmain: Taking A Bet that NFTs Are A Powerful Customer Engagement Tool

American doll company and French luxury brand hope to change how they engage with their customer.

It’s been a long time since the American doll company Barbie trended. Some of us might remember when Oscar de la Renta dressed Barbie in the 1980s. Now in 2022, Barbie teamed up with French luxury brand Balmain to present their first NFT, a collab nobody saw coming. 

Founding Editor in Chief at FashNerd.com | editor@fashnerd.com | Website

Founding editor-in-chief of FashNerd.com, Muchaneta is currently one of the leading influencers writing about the merger of fashion with technology and wearable technology. She has also given talks at Premiere Vision, Munich Fabric Start and Pure London, to name a few. Besides working as a fashion innovation consultant for various fashion companies like LVMH Atelier, Muchaneta has also contributed to Vogue Business, is a senior contributor at The Interline and an associate lecturer at London College of Fashion, UAL.