On October 20, the H&MxBalmain collection was presented in a former Wall Street bank. Entirely imagined by Olivier Roustaing, the collection was worn by the Balmain gang, the Rousteing clique: Balmain is a brand, but it’s also an army that includes Kendall Jenner, Gigi Hadid and Jordann Dunn. All present to celebrate the collaboration, they were able to sway to the hits of Backstreet Boys at the end of the show.
Pop culture, social media, Balmain DNA, the strong woman, celebration of the body (because a confident woman is a woman proud of her curves), ethnic diversity, youth and Let’s Dance. Balmain is a blend of all these values.
Since his arrival, Olivier Rousteing has succeeded in blending the brand’s codes with contemporary ones, and taking it towards the idea that couture isn’t just about wearing clothes: it’s about wearing an identity. Real tools to build a universe and edify oneself. And Olivier Rousteing’s universe is already seductive, becoming a veritable marker of contemporary culture.
Social media: a new stage on which to present yourself to the world. So it’s best to master it. In fashion, every brand is on board. Instagram, Twitter: the public informs itself, likes or cries scandal, but above all, discovers. It’s a way of introducing the world to the Balmain universe, and Roustaing has understood this.
So for the evening of October 20, the watchword was #HMBALMAINNATION, with everyone taking selfies and sharing their purchases: the hashtag had to explode.
A collection for men and women, featuring Balmain’s “it” items, revisited especially for the occasion. The aim is to create an affordable yet appealing collection, with a Balmain look. Thanks to this collaboration, everyone can join the army and take control.
Pearl-embroidered dresses, military-style jackets, satin clutches: a sexy, elegant alliance. The collection will also include a perfume: an alliance with the body.
Social media are a way of opening up to the world, but so are department stores. They are a resource for saying who you are. But that doesn’t mean quality has to go out the window. Style and couture: that’s what H&M has been doing for over 10 years now. A pioneer in this field, all the major brands now try their hand at collaborations and capsule collections. H&M follows suit, signing up visionary designers. Every season, it’s the trend of the day that’s said. As the Isabel Marant look explodes onto the streets, H&m joins forces with the designer. The urban sportswear look of recent years: H&M immortalizes it in its collection with Alexander Wang.
Strength, independence and fun. A hybrid woman, who instigates a surge of power from the office to the dancefloor. See you on November 5 at H&M (the collection will be available in a selection of 250 stores and on the e-shop: http: //www2.hm.com/fr_fr/index.html).
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