This project aims to connect the classic French brand, Balmain, with a younger audience through the recent resurgence of cassettes among Gen-Z audiences. This is achieved through a special edition cassette released for a Balmain x Maxell collaboration. The collaboration also includes a poster.

Like a cassette, Bamain’s clothing and accessories is known for their geometric shape and structure, places value on process, personalization and ritual, and has a heavy association with the 1980s.