On the Billboard Music Awards and supported by two of his muses, now-present-everywhere Kendall Jenner and Jourdan Dunn, Balmain‘s designer Olivier Rousteing presented a few days ago his collaboration with H&M. Both models wore a small preview of the collection, which will be released on November 5th in around 250 stores worldwide.
Couture spirit and streetwear
While celebrating the 101st anniversary of its founder Pierre Balmain’s birth, the classic haute-couture brand bets on a well known winning horse and teams up with the Swedish giant to offer a more affordable collection which, most likely, will disappear from the shops in just hours.
“We are excited to have Balmain as our guest designer at H&M and create a truly involving experience for everybody. 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”, said about this announcement Ann-Sofie Johansson, Creative Advisor at H&M.
This one will probably turn into one of the most popular collaborations of H&M, due to the constant promotion campaign carried out by the so called Balmain’s Army, which includes celebrities such as Justin Bieber, Karlie Kloss or Kim Kardashian and Kanye West. All of them use every opportunity to show their support to the brand, and there’s no doubt that they will do the same with this new step from the ‘maison’. However, we cannot avoid to ask ourselves what would Pierre Balmain, a big lover of the haute-couture and the parisian elegance, think about this little walk on the low cost side…
What can we expect?
Balmain’s head designer since 2011, Olivier Rousteing, announced through his Instagram account his excitement for joining forces with the low cost firm, a big opportunity to target the youngest fashion audience, something that, he has mentioned before, is “his main aim as a designer”. A high-profile user of social media, he has already started his very own hashtag, #HMBalmaination, which for sure will become a big trend in the coming months.
“H&M allows me the unique possibility of bringing everyone into the world of Balmain, get a piece of the dream and create a global #HMBalmaination: a movement of togetherness, fuelled on a hashtag. The collaboration felt extremely natural to me: H&M is a brand that everybody connects to. It calls for unity, and I am all for it”, assured the designer.
Never afraid of excess, Rousteing is passionate about mini-skirts, extremely low necks, gladiator sandals and, of course, the 80’s-style blazer armed with pads which has become his very own signature, giving all of the last collections from this maison a big disco touch. Taking into account his previous works, fun, sexy, young and bold are definitely the adjectives that will define this collaboration. We still have a few months of waiting ahead, but there’s no doubt that this one will be a collection to remember.
H&M and…who else?
The Swedish low cost brand started collaborating with well known couture firms almost a decade ago, with a pioneer move aimed to make fashion more affordable. This genius campaigns not only allow their usual public to treasure items created by some of the biggest designers of our time, but links their own brand name to the maisons on a way never seen before.
Each years’ collaboration announcement has become one of the fashion highlights of the season, and this special collections -limited to selected stores worldwide- get meteorically sold out after originating huge lines in front of the shops prior to their release. Do you still remember who has already played with H&M?
Karl Lagerfeld (2004)
Stella McCartney (2005)
Roberto Cavalli (2007)
Comme des Garçons (2008)
Jimmy Choo, Matthew Williamson and Sonia Rykiel (2009)
Marni and Maison Martin Margiela (2012)
Isabel Marant (2013)
Alexander Wang (2014):