Balmain’s Olivier Rousteing and his new model "Balmain army" join forces with H&M.
Balmain tapped by H&M for new capsule collaboration
The French fashion house brings showbiz attitude to the mainsteam retailer.
The fashion designer made the high street collaboration – dubbed Balmain x H&M – announcement in red carpet style at the Billboard Music Awards last night, in Las Vegas.
Rousteing, who was joined by models Kendall Jenner and Jourdan Dunn – two of his 'army' recruits dressed up in exclusive pieces from the collection, told WWD: “I want to talk to my generation: this is my main aim as a designer.”
The Instagram obsessive added: "H&M allows me the unique possibility of bringing everyone into the world of Balmain, getting a piece of the dream and creating a global #HMBalmaination: a movement of togetherness, fuelled on a hashtag. The collaboration felt extremely natural to me as H&M is a brand that everybody connects to. It calls for unity, and I am all for it."
The men's and women's collections will hit 250 H&M stores worldwide and be available online from November 5.
Ann-Sofie Johansson, creative advisor at H&M, expressed her excitement to have Balmain as the Swedish brand’s latest guest designer. “With its mix of couture spirit and streetwear attitude, Balmain owns a unique style, at once opulent and direct, sensual and energetic. It is also closely linked to the show business and music worlds, which adds another element of surprise.”
In teaming up with H&M, the French designer follows in the footsteps of high fashion names such as, Karl Lagerfeld, Sonia Rykiel, Marni and most recently Alexander Wang.