“People were absolutely crazy.” Launched on November 5th all over the world, the collaboration between the French luxury brand Balmain and the Swedish high street fashion giant H&M made the headlines. This collection was highly anticipated due to the hype generated around the collaboration.
Between the madness, one man : Olivier Rousteing.
The 29-year-old artistic director of Balmain, Olivier Rousteing, has renewed the brand choosing models of the new generation, such as Kendall Jenner, Gigi Hadid and Jourdan Dunn. He also took the communication of the brand to a next level creating the #BalmainNation on social media, especially Instagram. This strategy has for consequence the development of a younger clientele, ready to burn their credit cards to obtain the “Holy Balmain Grail”.
99 limited pieces, and the price definitely isn’t a problem.
In Paris, people were queueing since Wednesday evening, particularly in front of the Lafayette store. A guy has flied from Romania to meet O. Rousteing, who was present at the great opening in the Champs Elysee store. At 8 a.m., the doors opened and had to be closed fast, due to the stampede, as we could see on Twitter. The store waited for the police to arrive before reopening at 9:30 a.m. and then again for a new wave at 11 am. The instructions were clear: you have ten minutes to choose your articles. No fitting was allowed and everyone was limited to five different articles per person.
Want to know what all the fuss is about ? Check out the H&MxBalmain website.
Ashley Duprat , 3E Groupe 2