Olivier Rousteing on Kendall Jenner dancing in the Balmain x H&M campaign video

Images from the Balmain x H&M campaign — the anticipated collection goes on sale November 5 — hint at an epic dance-off set to go down between models, perhaps during tonight’s fashion show, shopping event and party celebrating the collaboration between the French design house and fast-fashion giant. (Remember last year’s epic bash for Alexander Wang’s sporty outing, complete with Missy Elliott performance?)

At a press conference this morning, Olivier Rousteing, the 30-year-old creative director behind the storied label, discussed the playful campaign video, which finds Jenner polishing some dance moves.

“Balmain is couture. Balmain is a luxury French House — Balmain is also me,” he explains. “I love dance, I love music, I love pop. And so we found a way mix it.”

With 1.3 million Instagram followers, Rousteing is often admired for his social media savvy as much as he is for his glam designs. His recent Spring 2016 presentation was the most Instagramed show of Fashion Month. But what does the designer get back from putting so much of himself out there?

“You get the feedback of people that follow you, and you also get the feedback of people who hate you, which is pretty fun,” he says.

“[Social media] does a really nice job of advertising and showing who you are, what is your vision, what is your aesthetic. It’s an honest way to share with people. And I think it’s really modern.”

It’s also helped the designer stay grounded.

“I got so many things pretty young and it’s a way to keep contact with reality because I can read the comments, he says. “I can read people talking about how life can be hard.”