There hasn’t been a more intoxicating time in fashion than the time French fashion house, Balmain, rolled out its marketing campaign for their highly anticipated collaboration with fast-fashion brand, H&M, in 2015. The launch took over our social media feeds for the duration of the campaign activation, thanks to the massive buzz created by lead campaign influencers, models Kendall Jenner Gigi Hadid, and Jourdan Dunn to mention a few. It is said that the retail brand’s limited edition designer collaborations result in billions of media impressions, which is significant in boosting positive brand perception and driving consumers to H&M stores. “The interest for this launch has exceeded all previous collaborations, both in-store and online,” Hacan Andersson, a spokesman for H&M, told Bloomberg a weeks after the launch of what has been ranked as the high-street store’s most successful designer tie-up yet.
In a first for the brand, Balmain announced that Creative Designer, Olivier Rousteing would be bringing his glam aesthetic to a different crowd of performers: Ballet dancers. Dancer and choreographer Sébastien Bertaud tapped Rousteing to create the costumes for “Renaissance,” a ballet that was performed as part of a program of four pieces by up-and-coming talents at the Paris Opera in June. “For me, this goes beyond designing clothes for the opera. This project really represents French heritage. With the world of the Opera, we are opening up a new sector and a new era for Balmain,” Rousteing told WWD.
September 2017 marked another milestone for the Balmain brand, under the creative leadership of Olivier Rousteing, by announcing a monumental partnership with L’Oréal Paris. This partnership saw the two brands collaborate to launch a 12-shade lipstick capsule collection, opening the door for a fashion beauty blend to the world. With the advertising campaign, L’Oréal wants to send a message of diversity and female empowerment through beauty, by highlighting twelve women with different origins and backgrounds. According to L’Oréal, the cast of 12 models stood for three tribes of L’Oréal Paris x Balmain Paris femininity. Bringing a new vision of Parisian beauty to the world, these three distinct stories Rock, Couture and Glamazone are each told in four shades for an overall collection of 12 Color Riche lipsticks, designed for every complexion.
This month, the brand is gearing up for its latest brand collaboration with women’s premium lingerie company Victoria Secret. Not only did Rousteing design looks for the 2017 Victoria’s Secret Fashion Show, there will also be a capsule collection launching in stores and on the Victoria’s Secret website on November 29. According to Vogue, this collaboration marks the first time Victoria’s Secret has partnered with a high-fashion brand on items that will be available to the public.
While Olivier works on his announced plans to shift his design aesthetic, one thing the 32 year-old has achieved for the brand is opening it up to a wider audience, which is in line with its new chief executive officer, Massimo Piombini’s goal for the brand’s next growth phase.