Balenciaga Artistic Director, Demna Gvasalia has an ear for all things arts, including music, announcing that the luxury brand is officially on Apple Music. 

After personally designing his own original playlist, Gvasalia has hand-chosen influential artists to be announced over time, synchronizing them with the timed limited-edition Balenciaga product releases. Therefore, participating artists will share their expertise, personal references, the music they enjoy listening to, and a collection of limited-edition products for fans. The artist-inspired merch will loosely reference clothes regularly sold at music festivals, venues, and clubs — an aspect music-goers have been missing since quarantining.

In celebration of his vision coming to life, Demna explained, “To launch the project, I decided to release my own playlist, including some favorite tracks that I listen to every day. This playlist is a musical introduction and representation of me. This is why it is called Hello, My Name Is Demna.” The first installment of the curated playlist is 13 hour-long musical journey into Demna’s life, with hints of the artists that will be featured on up-coming Balenciaga playlists. The limited-edition merch paired with Demna Gvasalia’s playlist includes a nametag graphic that reads ‘Hello, My Name Is Demna,’ which can be viewed down below.

Get started listening, to Demna’s Playlist, visit Balenciaga’s Apple Music curator page, and Balenciaga.com to stay updated on more to come.