Creative director of Balmain, Olivier Rousting took to the red carpet at the Billboard Music Awards with top models Kendall Jenner and Jourdan Dunn. Both models were dressed in Balmain X H&M, revealing the first instalments within the collection. The announcement was made on Twitter where H&M and Balmain invited their fans to join 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, fuelled 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” Olivier Rousteing - Creative Director.
The announcement through social media shows how powerful and influential social media has become. Previously an announcement like this would never have been made on Twitter but now with both brands extensive following on Twitter it seemed like an ideal way to connect with consumers. This may in part be down to the brands creative director Olivier Rousting who has grown the brand into a global pop culture phenomenon. The brands success can be credited to it remaining true to its DNA and couture legacy. Balmain epitomises fun as well as unique craftsmanship.
This isn’t the first time H&M captured shoppers’ attention with a designer-collaboration, after the announcement of the Alexander Wang collection which was announced during last years Coachella.
The collection will be available from November in around 250 stores worldwide and online here.
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