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While numerous advertisers have attempted to make original entertainment, luxury fashion house Balmain’s collaboration with U.K. broadcaster Channel 4 might be an interesting litmus test for the progression of branded entertainment.
Channel 4 said its new project with Balmain is its first-ever branded entertainment drama series and the first time a fashion house has partnered with a broadcaster in this way.
The series, entitled “Fracture,” will consist of five eight-minute episodes and will debut on September 2 ahead of London Fashion Week.
Balmain has funded the drama, whose cast will wear designs from its Fall 2021 collection throughout each of the episodes.