In 2019, Balmain Paris and Istituto Marangoni Milano launched the Digital Audience: A Strategy for Monetisation Competition, calling for innovative approaches to grow revenue from Balmain’s global digital audience.

Awarded First Prize, my concept “Be a Commandant” reimagined how luxury fashion houses could leverage community, exclusivity, and digital storytelling to transform their audiences into brand ambassadors.

The strategy proposed:

• Immersive digital activations that allowed customers to “command” their fashion journey through interactive content.

• Monetization pathways that extended beyond traditional e-commerce to include gamification, loyalty experiences, and digital collectibles.

• Audience-first engagement model, positioning Balmain as not only a fashion house but also a cultural hub where digital identity and luxury intersect.

“Be a Commandant” demonstrated how creative strategy and digital innovation could turn passive followers into active contributors, proving that luxury fashion could thrive in the age of digital community-building.