Sunday, December 16, 2018

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.