PFW: BACARDÍ Rum capsule collection with Nahmias features QR codes to promote new artists

Steve May

Jul 1

BACARDÍ Rum has launched its first capsule collection with NAHMIAS at Paris Fashion Week, as part of an initiative to champion underrepresented voices in the music industry, using smartphone technology.

The collection features embedded QR codes in each garment, which directs phone-wielding fashionistas to an album of rising global musical talent, when they go to snap a photo.

BACARDÍ Rum has been an enthusiastic supporter of Music Liberates Music, an ongoing program designed to champion up-and-coming music artists and help them break through.

The fourth iteration of the program enlists high-end streetwear brand, NAHMIAS, along with GRAMMY-winning producer and longtime collaborator, Boi-1da, to drop thai innovative, new kind of music distribution model.

As an added incentive to wear the collection and promote the rising artists, fans will also earn live music rewards every time someone scans their hat, tee, hoodie, or jacket and listens to the rising artists. So, the more fans promote the music, the more concert tickets they could earn.

BACARDÍ Rum has launched its first capsule collection with NAHMIAS at PFW

The four-piece, gender-neutral capsule collection made its global runway debut at NAHMIAS's Spring/Summer 2023 show at Paris Men's Fashion Week, where the runway-ready looks, along with a "codes out, phones out" policy, gave attendees a chance to scan the tech-chic getups during the show.

It's available to pre-order at NAHMIAS.com/MLM,

The Doni Nahmias designed collection is an informal mix of sport and West Coast influences, and includes hats, tees and hoodies, sweatshirts and jackets. Each capsule piece dons a signature NAHMIAS fit with a BACARDÍ-inspired, Caribbean flair, plus QR codes harmoniously integrated into the ready-to-wear designs.

"It has been a pleasure collaborating with a heritage brand like BACARDÍ that is so dedicated to elevating others in the music industry, along with Boi-1da, a longtime friend of mine," said Nahmias.

Boi-1da played an integral role in sourcing the artists for the latest iteration of Music Liberates Music, and is working alongside each to co-produce brand new tracks that will be discoverable along with some of the artist's existing catalogue on Spotify come mid-July.

Participating global artists in the program include Londoner BenjiFlow, an up-and-comer in the MC-driven realm of the UK's music scene, who wields a rhythmic intermingling of R&B and West African-flavoured pop with Brazilian samba and Afro-Cuban influence.