Campaign

Balmain Spring Summer 2015 “Army of Lovers” Menswear Campaign

6th January 2015

It was inevitable that Kim Kardashian and Kanye West has been nominated as the new face of Balmain Spring Summer 2015 menswear campaign. A much larger Balmain Spring Summer 2015 womenswear ad campaign was just released a month ago featuring supermodels from Adriana Lima, Joan Smalls and Rosie Huntington-Whiteley.

However Creative Director Olivier Rousteing knew that the mandatory seasonal ad campaign needed more than just supermodels. After all consumers these days aren’t easily driven by brand engagement. Therefore omnipresent pop-culture celebrities Kim Kardashian and Kanye West would make a blazing lasting impression of the Parisian label in memories of consumers to come. Balmain knows that this will certainly have a major influence in brand engagement and participation as consumers are more likely engaged with personalities associated.

I am somewhat not completely shocked and had foreseen the West family would eventually dominate the Balmain campaign, and you should not be surprise to see them again in the near future. Rousteing has a close friendship with the couple and has seen him frequently dress them in the latest Balmain runway ready-to-wear collection since they were also long-time supporters of the brand, and more often Rousteing admires Kim and Kanye as the modern “icons” of his generation.

The 28 year old designer says for this menswear campaign, the initiative was “to capture a moment of love” — the Army of Lovers. “Kim and Kanye are style icons and friends. It is an honour to have them in this Balmain campaign. Together, they represent love, beauty and diversity — they are the new modernity. This is more than a campaign, it expresses something beyond clothes — it is a celebration of love and friendship. This is a new statement for Balmain.” Rousteing mentioned in a release about the campaign.

Kim and Kanye showed passion without fear for each other in the campaign project, one of the most powerful ad shows the “Kiss of Connection” – featuring Kim dressed in a Balmain Caged Contrast Sheer Stretch Viscose Jersey Top, and Kanye wearing his Balmain Double Breasted Wool Gabardine Jacket ensembles by the famed French fashion house. One of my favorite ads out of all exhibits a horribly wrecked matte black McLaren MP4-12C supercar, with Kanye dominating the ad with his all-time trademark Balmain look – yes we’ve seen him with the same look here, dressed in his satin lapel double breasted jacket, a Balmain Sleeveless Tank Top, but this time with Balmain Ribbed Leather Biker Trousers instead of sweat-leather trousers.

While the others looks showcases the edgy oversize leather ponchos in a contrast striped and more prominently the precious Navajo hand-beaded variant that retails over $35,000 and is now available at the Balmain webstore. The campaign was photographed by Mario Sorrenti and is set to debut worldwide in leading magazine from March 2015 onwards. Checkout my latest Balmain Spring Summer 2015 Collection Wishlist from Luisa Via Roma.

THE BALMAIN SPRING SUMMER 2015 MENSWEAR CAMPAIGN
“Army of Lovers” feat. Kim Kardashian and Kanye West

KIM – BALMAIN WOVEN VISCOSE JACKET WITH SATIN DETAILS – $2,933
KIM – BALMAIN 110MM KALI LEATHER SANDALS – $1,964
KANYE – BALMAIN DOUBLE BREASTED WOOL GABARDINE JACKET – $3,575
KANYE – BALMAIN SLEEVELESS TANK TOP – $170
KANYE – BALMAIN RIBBED LEATHER BIKER TROUSERS – $2,570


KIM – BALMAIN SEQUIN EMBELLISHED CONTRAST OUTLINED SHEER DRESS – $N/A
KIM – BALMAIN CAGED CONTRAST SHEER STRETCH VISCOSE JERSEY TOP – $2,763
KIM – BALMAIN 80MM PATENT LEATHER HIGH WAIST BELT – $1,233
KANYE – BALMAIN CONTRAST STRIPED LEATHER PONCHO – $N/A
KANYE – BALMAIN WAXED STRETCH COTTON DENIM JEANS – $1,330

KIM – BALMAIN CAGED CONTRAST SHEER STRETCH VISCOSE JERSEY TOP – $2,763
KANYE – BALMAIN DOUBLE BREASTED WOOL GABARDINE JACKET – $3,575

Behind The Scenes with Kanye West and Kim Kardashian for Balmain Spring Summer 2015 Menswear Campaign

ALSO ON SECOND KULTURE:

In Motion: Balmain Spring Summer 2015 Menswear Presentation

Recent Post: Balmain Spring Summer 2015 Collection Wishlist

Presentation Day: Balmain Spring Summer 2015 Menswear Presentation

Earlier Leaks: Balmain Spring Summer 2015 Showroom Sneak Peek

Complete Collection: Balmain Spring Summer 2015 Menswear Collection

Advance Sale: Shop Balmain Spring Summer 2015 Menswear Collection at Luisa Via Roma

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  • Anonymous

    Anyone who likes to Balmain should have the poncho 😉

    Celebrities such expensive rent – pay them a lot of money, and later we buy Poncho for 35 thousand dollars;)
    What is the next celebrity will promote Balmain?
    Maybe Justin Bieber and Selena Gomez?

    • I would prefer the crop beaded blazers, I'm guessing the price is between $25,000-35,000. But no to the poncho.

      I'm pretty sure Balmain paid them good money, since these ads will be used worldwide for celebrity marketing. However I'm not too sure whether it will make a positive statement since there are many hatred towards these couples. But certainly it will generate a good amount of exposure to the brand.

  • Anonymous

    this campaign is a shame… i think it's the begining of the end of balmain…
    after rihanna now it's keny west and his female…
    i am not racist but those persons have nothing to do in the mode.
    they are bad artist ( rihana and keny) , i mean they are very bad in music… why because it's pop, very commercial ( for teenagers, radio…) only marketing.
    i mean i love hip hop music but i never listen kanye because it's commercial music ( like rihana jayzy beyonce…) it's like for the drugs, there is good drugs and there is commercial drugs sh@t… it's like scamming customers…
    sorry for the fans but kanye west kardashian rihanna justin bieber nikki minaj are very bad artist ( beyond c and jazy too) there are only marketing products for radio… so if you use them in a publicity you sell very bad products…
    and moreover they have no class
    sorry for my english…

    • Most of us who are really into fashion would see it this way, but there is a huge majority that will love this advert. I think it will take off successfully and no doubt the brand will do well. i think the same as you too, pop stars celebs are really unnecessary for an established brand like Balmain. I was quite disappointed too when Rousteing decided to take it "commercially". It was suppose to be an exclusive brand, few consumers could own and truly appreciates its design and craftmanship.

      Sadly, things has changed. You see, young Rousteing is very much just like any other young adult who grew up in pop-culture, seeing these American celebrities on MTV on the year 2000 has influence most of us, because we simply love them. It a good choice to use celebrity endorsement as past results has proven great success in brand exposure.

      I'm guessing the next Balmain Spring Summer 2016 menswear will be Nick Minaj, or Jayz and Beyonce for sure. Lol…

      This collection isn't as bad as it looks, if you check Balmain's womenswear it is very impressive. While the menswear is toned down. I kind of like it… but not all of the pieces just like everyone.

  • Anonymous

    What puzzles me is why the house of Balmain would think that people who buy Balmain would see Kanye and Kim as aspirational. The majority of people who buy luxury fashion aren't teenagers. They might have lost quite a few customers from this move.

    • The issue is that the designer doesn't seem to see it this way from a business perspective. It's more of the expressionism working these artist celebs. Besides this, Balmain has been often associated with Kanye West in pop-culture since Christophe Decarnin era. Therefore.. I think Olivier was trying to stretch the aspiration further in this bi-decade.

    • Anonymous

      Olivier and his minders doesn't seem to get that a luxury brand commands that kind of prices because of the brand. And this move will cheapen the brand. You are right in stretching the aspiration… albeit downwards lol.

    • It's not that bad, I kind of like some of the race theme stuff. Like the contrast jacquard sweater and contrast band stretch biker on my wishlist. But I do agree the colour block ones are a bit tacky :/

  • Thank you for your insight, truly appreciate a valuable comment and opinion like yours.

    I never knew that the Balmain beaded poncho weights at 8kgs! But presumable it makes sense due to the density of the beaded work. That is just staggering to know, but I personally think the wearer would not mind. After all, its $35,000 dollars, that is a price of a brand new car and for those who could afford to spend 35k on an outwear would have probably paid for it without much consideration. I recently bought the Givenchy Basketball Zipped Shirt which weigh over 2kgs, but when wore you could barely feel the weight and to be honest it feels great!

    I agree that it is bad move for Rousteing to nominate Kim and Kanye, there is so much hatred on them that it just makes the brand look bad. Perhaps Rousteing feels that celebrity endorsement was crucial, after all Prada has been running a few celebrity campaigns since FW2013.

  • Anonymous

    Also I bought this shirt Givenchy – do you know that it can not be washed?
    Kind of stupid – white shirt which can not be washed. I will probably take the risk and washed – cold water, hand program, without spinning. I'll try to do so, but later (I have not yet dressed).

  • Anonymous

    Prada is a cerebral brand and the celebrities they use are very well curated. Can't say the same for K&K who got famous… sorry infamous for the wrong reasons.

  • Anonymous

    They also did say that the poncho feels lighter on and that none of the models or the customers that have purchased it have complained about it. Its funny as I look at the collection more there are some items in there that I do like. And the women's side has some flat out beautiful pieces that my girl is getting

  • The Givenchy Basketball Zipper Shirt cannot be washed… as stated on the wash tag, even ironing is not possible. It recommends to be carefully dry cleaned, you need to find a super reputable dry cleaner to handle this shirt otherwise others will damage it for sure. I havent worn it yet so far, maybe this weekend.

    I'm also looking for this particular steam iron as featured in MR PORTER. Do you have any idea what brand it is?

    https://www.youtube.com/watch?v=sm814FX9tt4

    I have Philips steam iron, the one where you hang the clothes and swipe around. But it isnt effective enough.

  • Anonymous

    Givenchy Basketball Zipper Shirt – Dry cleaning is harmful to the environment and to human health.
    The clothes are soaked in chemicals which dissolve dirt – but remember that this is harmful to our health for our skin and the environment.
    It should be avoided because it is harmful.
    I think I will risk – manual progrma in cold water without spinning + liquid natural Gentle washing Sonett Neutral ..
      This is stupid and not practical – to produce a white shirt that you can not wash.

    I have other shirts Givenchy with zipper and there is no problem to wash them.

    I have a steam iron – it is needed for.
      But pressing the shirt hanging on a hanger in practice  does not work

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