Wednesday, September 20, 2017

H&M unveils next designer joint venture


The Parisian house of Balmain is the next high end label to partner with high street fashion giant H&M. Under the creative directorship of Olivier Rousteing, a guest c ollaboration will launch in autumn, succeeding H&M’s sell-out designer collections by Alexander Wang, Jimmy Choo and Versace to name a few. According to a statement released by the Swedish fashion retailer, Rousteing will design clothing and accessories for both men and women.

Balmain has grown into a global pop-culture phenomenon in recent years. The couture house has already made an H&M debut, as Rousteing himself and his it-girl models Kendall Jenner and Jourdan Dunn walked the red carpet yesterday evening at The Billboard Music Awards revealing the first pieces of the collection. Through social media H&M and Balmain invited consumers to join a “movement of togetherness” with the hashtag #HMBalmaination.

“I want to talk to my generation: this is my main aim as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain, get a piece of the dream and create a global #HMBalmaination: a movement of togetherness, fueled on a hashtag. The collaboration felt extremely natural to me: H&M is a brand that everybody connects to. It calls for unity, and I am all for it,” said Rousteing.

Ann-Sofie Johansson, Creative Advisor at H&M added: “We are excited to have Balmain as our guest designer at H&M and create a truly involving experience for everybody. With its mix of couture spirit and streetwear attitude, Balmain owns a unique style, at once opulent and direct, sensual and energetic. It is also closely linked to the show business and music worlds, which adds another element of surprise.”

Rousteing’s product lines for H&M will be available in 250 select stores worldwide and online from November 5.


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