The confirmation of the H&M/Balmain collaboration has certainly established one thing. Fast-fashion is a young person’s game. Creative Director, Oliver Rousteing, at just 29 has managed to cause internet frenzy with one simple hashtag. #HMBalmainnation. Taking to Twitter, Rousteing’s pal, Kendall Jenner, caused internet meltdown by posting links to H&M and Balmain’s websites. Of course rumours flew like wildfire and were confirmed at the Billboard Music Awards.
The collaboration is directed at the pop culture generation of digitally savvy consumers. With Kendall and Jourdan Dunn on each arm, showcasing the newest additions to Balmain, Rousteing knows how to tap into his market. Young high profile models and a music awards evening? You have to take your hat off to this man.
Not only has he managed to spark a media meltdown Rousteing has successfully managed to highlight the issue of race within the fashion industry. He strives to redefine what is seen as beautiful, in order to project far greater diversity. By including the likes of Kim Kardashian in advertising campaigns and black, Indian and Mexican-Japanese models in his autumn/winter 15 show, the designer has projected the need to racial equality with H&M more than likely to follow suit.
All this aside, let’s actually talk about the clothes. Staying true to Balmain style, embellishments adorn dresses and oversized jackets. However with a fresh and forward thinking attitude, urban street cred is injected into the couture collection, giving a nod to the new generation of trendsetters. Balmain might be all about high glitz and glamour, but the collaboration with H&M is set to allow high end designers to filter through to the high-street in the form of classy, yet wearable and more importantly, affordable clothing.
For those that are getting excited, the wait is set to be a little longer yet. The collection will be available to purchase on November 5 and will include both womenswear and menswear.