The luxury fashion house and British broadcaster collaborated on a star-studded short-form drama series set in LA.
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.
The series stars American singer-songwriter Jesse Jo Stark, Riverdale actor Charles Melton, 13 Reasons Why’s Tommy Dorfman, and Ajani Russell, who is best known for her role in the film Skate Kitchen.
Jo Stark plays Mya, a music artist who flees her privileged life in New York for a solitary existence at the desolate Le Rêve Motel on the outskirts of Los Angeles. She struggles to write music and is unnerved when her sibling, played by Dorfman, uncovers her whereabouts.
While at the hotel, Mya befriends a fellow outsider named Edie (Russell) who attempts to pull her out of her malaise, but her life really takes a turn when she meets drifter and poet Noa (Melton).
4Studio, Channel 4’s digital content studio that launched last year, partnered with Balmain to develop Fractured. It was overseen by Lee Mason, the former Channel 4 commissioning editor behind the broadcaster’s recent hit shows It’s a Sin and End of the F***ing World, and Channel 4 digital commissioning executive Thomas Pullen.
Balmain creative director Olivier Rousteing was also creative director of the series, which was created by Michail Papadogkonas and Catherine Hope, written by Glenn Waldron and directed by Bradley & Pablo through production company Pretty Bird.
“Fracture helps to make very clear Balmain’s determination to continue to break down boundaries and engage in unexpected, compelling and entertaining ways with lovers of fashion, music and design,” Rousteing said in a statement.
Fracture is Channel 4’s latest push into branded entertainment. The broadcaster has set a target to deliver 30% of total revenues from digital advertising and 10% from non-advertising by 2025.
“4Studio is leading the re-invention of short-form branded entertainment, supporting the delivery of Channel 4’s Future4 strategy to accelerate digital growth,” 4Studio commercial lead Matt Ford said in a statement. “We’re looking forward to pushing boundaries together with more premium brand partners in the future to create quality content that our viewers love – wherever they’re watching.”
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.
The series stars American singer-songwriter Jesse Jo Stark, Riverdale actor Charles Melton, 13 Reasons Why’s Tommy Dorfman, and Ajani Russell, who is best known for her role in the film Skate Kitchen.
Jo Stark plays Mya, a music artist who flees her privileged life in New York for a solitary existence at the desolate Le Rêve Motel on the outskirts of Los Angeles. She struggles to write music and is unnerved when her sibling, played by Dorfman, uncovers her whereabouts.
4Studio, Channel 4’s digital content studio that launched last year, partnered with Balmain to develop Fractured. It was overseen by Lee Mason, the former Channel 4 commissioning editor behind the broadcaster’s recent hit shows It’s a Sin and End of the F***ing World, and Channel 4 digital commissioning executive Thomas Pullen.
Balmain creative director Olivier Rousteing was also creative director of the series, which was created by Michail Papadogkonas and Catherine Hope, written by Glenn Waldron and directed by Bradley & Pablo through production company Pretty Bird.
“Fracture helps to make very clear Balmain’s determination to continue to break down boundaries and engage in unexpected, compelling and entertaining ways with lovers of fashion, music and design,” Rousteing said in a statement.
Fracture is Channel 4’s latest push into branded entertainment. The broadcaster has set a target to deliver 30% of total revenues from digital advertising and 10% from non-advertising by 2025.
“4Studio is leading the re-invention of short-form branded entertainment, supporting the delivery of Channel 4’s Future4 strategy to accelerate digital growth,” 4Studio commercial lead Matt Ford said in a statement. “We’re looking forward to pushing boundaries together with more premium brand partners in the future to create quality content that our viewers love – wherever they’re watching.”
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