Balenciaga has collaborated with its runway music producer Bfrnd (Loïck Gomez) to launch an original video game, a new four-hour playlist, and a series of limited-edition merchandise, including T-shirts and hoodies, each equipped with an NFC chip that provides access to all data from production to sale. The new music playlist has been officially available on Apple Music since May 21. Meanwhile, the original video game Bfrnd: The Game is described as a pixelated adventure that takes players through Balenciaga shows from the past few years, set to the original soundtracks Bfrnd created for each show. Anyone can access the game through the dedicated website, WeChat, or the touchscreen at the Balenciaga flagship store on Avenue Montaigne.