If there’s anyone who can pull off a Balmain campaign in style, it’s girl clique Kendall, Gigi and Jourdan – and that’s exactly who Creative Director Olivier Rousteing has recruited for the collaboration’s print campaign.
Snapped by famed photog Mario Sorrenti, the three supermodels appear alongside their equally beautiful male counterparts Yun Xiang and Dudley O’Shaughnessy in a series of flawless images set to grace print publications and billboards worldwide.
But that’s not all. The brand spanking new campaign video has just been released in full, leaving us all the more excited. In keeping with the brand’s modern approach to fashion, the video sees Kendall Jenner leading a futuristic dance-off on board the same subway seen in the collaboration’s print campaign.
There’s just two things missing – Gigi and Jourdan. With an opening title ‘The Kendalls’, though, we can’t help but think that ‘The Gigis’ and ‘The Jourdans’ videos will follow shortly.
Explaining how he chose the girls, Olivier said: “When you love the Balmain world, you love the girls that are part of it too. Kendall, Gigi and Jourdan are my friends, and they are the perfect choice to star in the Balmain x H&M campaign.” And we couldn’t agree more!
As for H&M’s decision to enlist Balmain over other designers, H&M Head of Design Ann-Sofie Johansson said: “”He’s been on our list. We knew him from before, when he was at Roberto Cavalli and we worked with Cavalli, and we knew that he was going to do great things at Balmain, we just wanted to wait maybe a couple of years while he settled in.
“We waited for the moment that we were ready, and he was ready to make a collaboration.”
And it sounds like the high street hotshot are pretty pleased with their choice so far: “He works really closely with his team and is a team player, which hasn’t always been the case as the designers we have worked with have all been very different personalities. Olivier has a clear vision, but he also listens – he listens to advice and input and then he listens again, he’s very easy to work with in that sense.”
To reflect the diversity and energy of the Balmain x H&M collection and #HMBalmaination, the campaign itself is set in a futuristic urban subway, leaving us all the more excited for the collection launch come November 5th.
But it’s not just the final collection that designer Olivier Rousteing is excited for. Speaking to Vogue, he said that it’s also selfies of people in his pieces that he can’t wait to see.
“I’m already checking the hashtag all the time,” he said. “I’m the boss of this hashtag and I can’t wait to see people taking selfies of what they’ve bought from the collection.”
“H&M really understand how important social media is to me. We created the new hashtag #H&MBalmaination to stand for this new H&M Balmain world.”
As for the design process, it all came pretty easy to Olivier. “I know exactly what people love about Balmain, and so it was really easy for me to think what I wanted the collection to look like.”
There was just one thing he made sure to keep in mind. “Craftsmanship is really important to Balmain, and we really pushed H&M and challenged them to create something truly special.”
Drawing the interview to a close, he added: “The global reach of H&M is incredible. I can’t measure it. But what I can measure is my excitement. I feel like a new person.” You’re not alone Olivier!
In other news, the much-anticipated lookbook images have finally been released. Brace yourselves..
Judging by the snaps, the pieces are uncannily similar to the real Balmain deal, with the designer’s signature pearl, gold and rope embellishment making many an appearance.
In fact, there’s only one difference here – and that’s the price tags.
Yep, from frocks and tops to trews, bags, jewellery and shoes, we’ve already got a list as long as our arm. It’s only a matter of time..
Did this Chicago writer just leak all 99 pics from the collection?
To say there is huge hype around the Balmain X H&M collection would be a mega understatement. Balmain and H&M have been cleverly drip-feeding us images of the collection over the past month and the final reveal is strictly embargoed until the 5th November.
It is quite shocking then that somehow someone has managed to get hold of all 99 pics of the collection. A Chicago based writer has supposedly leaked all the product images of the new line via her Instagram account, @kswartz83.
Speaking to The Cut about how she obtained the images, she explained: “H&M’s site was indexed by Google and I happened to search at the right time using the right parameters. All images were taken from that H&M URL. No surprise, that site is no longer live.”
Gigi gives us a glimpse of the collection at a NYFW party
Gigi Hadid chose a Balmain x H&M dress for a New York Fashion Week party. With its graphic print and all-over embellishment, we’re beginning to see a theme from the as yet unseen full collection, which is shaping up to look a lot like the mainline collections from the French designer label. Pairing her mini with strappy sandals, Gigi partied with sister Bella and BFF Kendall Jenner at the NY bash. This frock will retail at £399, which may be an investment, but we reckon with Gigi’s endorsement it’s bound to sell-out even quicker.
H&M reveals the first piece
It looks like the Balmain x H&M collection looks more like the mainline designer threads than we ever expected. A few social media posts have got us all excited, including one from H&M itself, detailing one of the dresses designed by Olivier Rousteing.
Posted with the caption ‘Decorations rich with metallic threads, rhinestones and pearl embellishment. @BalmainParis #HMBALMAINATION’, this frock could easily be straight from the catwalk.
With the same beaded grid detailing and silhouette as many of the mainline collection dresses, this frock takes H&M’s designer collaborations to a whole new level. We predict that this will definitely be one of the first pieces to sell out.
Well now we’re even more excited about 5th November, when the Balmain x H&M collection lands in stores.
Balmain releases teaser video
Ahead of the launch of H&M’s hotly anticipated collaboration with Balmain, the brand has released a short video, in which Olivier Rousteing talks about Balmain’s vision and his own love of fashion. As if we didn’t love him enough already, the creative director and all-round prodigy speaks openly about what clothes mean to him, and how they allow him to express himself: “I was in an orphanage and I didn’t know my parents. I always used clothes to identify myself, to make sure I could find my own identity. When you wear clothes, you create your own world. I think Balmain today is a vision of the new world.”
Rousteing also lets us know which qualities he thinks are most important, giving us a glimpse into how he recruits his Balmain army, perhaps: “I think confidence is the most important thing. But also I think sexy and powerful. I think Balmain DNA is all about being unique. It’s something I can’t express, how much I’m so excited and how much I enjoy it.”
Kendall breaks the news
Kendall Jenner broke some *big* news at the Billboard Music Awards last night.
The 19-year-old arrived at the event in Las Vegas with her model pal Jourdan Dunn – and Balmaim’s creative director Olivier Rousteing. Ooh.
She’d already hinted that something very exciting was happening, captioning an Instagram snap of the trio before they headed on to the red carpet: ‘with @olivier_rousteing and @officialjdunn bein cute… we have some news @balmainparis @hm.’
Jourdan, 24, also teased fans, telling them: ‘Being secretive with @olivier_rousteing and @kendalljenner. We have some news for you at the #BBMAs! Stay tuned!’
All became clear when they stepped in front of the cameras – and we’ve gotta say, describing this information as ‘some news’ was quite the understatement.
Both Kendall and Jourdan revealed with identical Instagram messages: ‘The secrets revealed! My outfit tonight is one of the first pieces from the H&M x Balmain designer collaboration! #HMBALMAINATIO @balmainparis @hm.’
YEP. Balmain is following in the foosteps of designers Karl Lagerfeld and Alexander Wang by collaborating with the high street retailer.
The collection is due to launch on 5 November – and if Kendall and Jourdan’s Billboard looks are anything to go by, it’s going to be utterly ah-mazing.
Kendall chose a plunging wrap dress with Balmaim’s trademark white bead detailing for the star-studded bash, which she paired with over-the-knee boots and a slicked-back ‘do.
Jourdan wowed in a red satin skirt and a sheer studded top. Her shoulder-length brunette locks had been teased into tousled waves.
Kendall’s younger sister Kylie Jenner also joined the Balmain army, choosing a high-necked leather mini and cinching in her waist with a wide metallic belt.
Unfortunately for the siblings, not everything about the ceremony was quite as successful as their outfits.
As they introduced a performance by their brother-in-law Kanye West, boos could be heard coming from the audience.
Eek! That’s just mean, guys…