The Balmain Army marched into Couture after 16 years

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-Ojaswin Kathuria

Balmain’s Instagram-well known creative director Olivier Rousteing brings back the name into the couture world with his first-ever couture collection. Balmain’s laudable show in the 2019 Paris couture week was the design house’s first couture collection in 16 years. The last couture shows by Balmain appeared in 2002 when Oscar De La Renta was the creative director.

Alongside couture, Rousteing added that he wanted Balmain to dive into accessories, fragrances, and beauty care products later on too. Since his arrangement as an innovative executive in 2011, Rousteing has introduced a new era of Balmain—one complete with A-list famous people, display squads, and brand collaborations.

The new inventive head has likewise as of late tried different things with some increasingly moderate associations for the fashion label. In 2015, Rousteing initiated a Balmain collaboration with H&M which was an extraordinary achievement and sold out in a flash, getting to be one of the retailer’s most-wanted collection. In 2018, the brand also collaborated with the acclaimed lingerie brand Victoria’s Secret on its annual runway show. The collection, which was accessible to shop online following the show aired on TV, marked the first time Victoria’s Secret teamed up with a luxury fashion brand.

While quite a bit of Rousteing’s work has helped Balmain contact a more youthful group of onlookers and turn out to be increasingly open regarding affordability, it will be interesting to see how he navigates the opposite end of the design spectrum and carter to the more luxury seeking customers.

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