Fashion

Olivier Rousteing takes a look behind the scenes of the creation of his Balmain Army

Olivier Rousteing returns on video to the reasons which led him to create his famous Balmain Army.
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As containment is in full swing, brands and creators are exploring new ways to stay in touch with their communities. Topping the list? Balmain , which launches the #BALMAINENSEMBLE initiative on social networks. On the program: unpublished videos narrated by Olivier Rousteing , retracing in particular the journey of the French house, but also creative projects to discover more about his know-how.

For his first episode called #AtHome with Olivier Rousteing , the artistic director looks back on 2014, which marked a real turning point in the brand image of the house of Balmain . That year, Olivier Rousteing decided to create his Balmain Army , composed of the most iconic muses of the house, like Rihanna , Kim Kardashian , Jourdan Dunn , Kendall Jenner or Naomi Campbell and Iman . Placing diversity at the heart of his words, the creator has really turned the fashion world upside down and made Balmain a fashion house for all women, regardless of the color of their skin or their curves, unlike slender models. accustomed to treading the podium. A pivotal moment for the brand which will have propelled it to the rank of essential.

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