After the broadcast of its SS21 fashion show, Balmain presents again its collection FW21 with the Smart Player by Mazarine Creative Intelligence. A technology that enables users to capture their favorite moments, interact with exclusive content, put forward the stand-out pieces available for pre-order, and enrich customer data with a personalised take away.


The Smart Player is a new way to showcase collections and broadcast events : to change the classic fashion show experience, short videos for each look were created during the show, making a new way to discover the clothes and to shop the collection.