The Balmain army invades H&M Nov. 5, 2015.
The “once in your life” experience, according to creative director Olivier Rousteing will bring affordable versions of the Paris fashion house’s iconic pieces to the Swedish chain store.
“People who can’t afford Balmain but always dream of it can [buy it],” Rousteing said at a news conference Tuesday. “The aesthetic that people love is really close.”
Rousteing worked closely with H&M’s head of design Ann-Sofie Johansson to adapt pieces like his signature jacket for H&M customers.
During the collection’s development, Rousteing didn’t travel to Stockholm, for fear of being spotted and letting out the secret of the upcoming collaboration. Rousteing, who has almost 1.5 million Instagram followers, also admitted it would be difficult for him not to post selfies on a trip to Sweden.
Rousteing would like to use this collection to appeal to different kind of girls, with “diverse taste.” He’d love for women to wear leather jogging pants or a jumpsuit to a cocktail party or choose from the menswear line for everyday wear.
“In fashion you can try and change the world,” he declared. “Fashion is a movement.”
Balmain x H&M debuted the new line at a party, runway show and surprise Backstreet Boys concert at 23 Wall St. on Tuesday night.
“When you love Balmain, you love couture and luxury, but you love pop culture and youth and music,” said Rousteing. The bi-level runway show full of twerking dancers, supermodels and multimedia displays played exactly to his desired aesthetic.
“It’s going to be memories for life,” he said before the show. Those in attendance, no matter how much Champagne they consumed, would agree.
If you couldn’t score a ticket to the once in a lifetime event, relive it with us!
