You’re familiar with the concept of an ‘Army’, but do you know what the Balmain Army is?
Let me introduce you!
The French born haute couture fashion house founded by Pierre Balmain and now led by Creative Director Olivier Rousteing is one of the biggest fashion brands and empires and has grown a cult-like following – with many thanks going to the celebrities and A-list endorsements for the brand.
The Balmain Army (as it is affectionately known for and branded with) reflects the many who endorse the brand and are part of the collection campaigns. These have included Kim Kardashian-West, Kanye West, Kendall Jenner, Kylie Jenner, Miranda Kerr, Rianna, Nikki Minaj, Kate Moss, Miley Cyrus, Jessica Alba, Beyoncé and the list goes on! It seems Oliver has many friends and many in influential places and he is definitely the person to be besties with!
Balmain have also previously teamed up with another fashion power house – H&M to create a one of campaign which sold out across the globe. The edgy, almost ‘militant’ pieces were a vibrant and stark wake up call to the fashion industry and proved very successful for Oliver’s creative vision and also in bringing the brand ‘on trend’ with today’s evolution of fashion for men and women.
The pieces showed militant like immaculate tailoring, a sexy and elegant vibe with a raw edginess and bold colors, textures and prints which just seemed to match it all. The combination put Balmain in a league of its own in the haute couture world.
It also started the world of the ‘model besties’ all together, which seemed to be really addictive to see!
The most recent campaign (which excites me greatly!) – Summer / Spring 16 is phenomenal with three major brand ambassadors joining the army, none other than Naomi Campbell, Cindy Crawford and Claudia Schiffer. The shoot is simply breathtaking and shows how these three women are super model power-houses within the fashion world individually – however it really is something else seeing their energy all together. I’m not sure any brand can compare with the branding, energy and superiority this campaign shows through these women!!
The campaign has a super cool, classy earthy and edgy vibe (think browns, greens, orange, whites and greys) which has elements of the Balmain x H&M energy, however crossed with the ‘Yeezus Season 2’ flare of natural, earthy minimalist tones. The signature long sleeve mini dress and the long open square mesh vibes are still present, and seem to be still successful in this campaign.
Balmain Summer/Spring 2016 Runway
Overall it’s elegant, sexy, minimalist (in a high fashion way) and has a very day x night vibe for many pieces. There are even mentions of frills with bring a softer and more feminine touch to the army – maybe this is a prequel to the next season?
What do you think of Balmain?