Bacardi Introduces Wearable Music With Nahmias and Boi-1da

On Thursday, June 23, a new type of collection made its global runway debut at Paris Men’s Fashion Week. The runway-ready looks held a strict “codes out, phones out” policy, which gave attendees a chance to scan the tech-chic getups to add their own personal soundtrack to the show.

This new drop finds Bacardí Rum continuing its Music Liberates Music program initiative that champions underrepresented voices in the music industry by enlisting high-end streetwear brand, Nahmias and Grammy-winning producer (and longtime collaborator), Boi-1da to create The Wearable Album. Each garment and accessory in the new capsule collection dons a QR code integrated into clothing designs linking phone-wielding fashionistas to an album of rising global musical talent when they snap a photo. In a world where a new song is dropped every second on some streaming platform, this gives emerging music artists a cutting-edge way to drop and distribute their music. Read more at The Manual.