Balmain has just revealed an officially announced of a capsule designer cross high-street collection teamed up with Swedish super chain giant H&M to sell cut-price versions of the French luxury brand’s clothes and accessories. The news came as an unpredictable surprise during the Billboard Music Awards (BBMA) 2015 red carpet pre-show arrival through its Twitter account.
— Balmain (@Balmain) May 17, 2015
Whilst Balmain creative director Olivier Rousteing was attending the event with Kim Kardashian’s half-sister Kendall Jenner and British fashion model Jourdan Dunn. Rousteing initiated a swift selfie with his dates through his personal Instagram account expressing in caption,
“GETTING READY FOR #BBMA with @kendalljenner and @officialjdunn . WHAT HAPPEN IN VEGAS WILL NOT STAY IN VEGAS @billboard #imsoready #guessforwhat”
Although there was insufficient information to determine Rousteing’s status from divulging the details of this collaboration. In the intervening period, Jenner shared the same image on leaving a quick informal teaser to her 26.2 million followers,
“with @olivier_rousteing and @officialjdunn bein cute… we have some news @balmainparis @hm”
Just moments before the BBMAs was set to begin, the teaser on both designer and celebrity’s Instagram got the news proliferated like a wildfire globally. This is not the first time H&M made a startling partnership announcement through unexpected snippets that succeeded in garnering its shopper’s attention. Much like its earlier anticipation with its 2014 guest collaboration designer – Alexander Wang made a similar strategic announcement with the major high-street brand on the red carpet, just hours before the party was set to begin during the huge Alexander Wang X H&M Coachella music event.
— styledotcom (@styledotcom) May 17, 2015
Taking into consideration that both Kim Kardashain and Kanye West have front the Parisian brand’s most recent Balmain Spring Summer 2015 campaign, it seems conclusive that Jenner who is widely known for a her affluent in social media modelling to be part as the house’s future collective project.
Rousteing, Jenner, and Dunn are rumoured to have wore looks from the forthcoming Balmain x H&M 2015 collection. The creative designer himself wore a nostalgic Balmain White Contrast Satin Lapel Wool Blazer, a black cotton tank top, pioneered signature leather sweatpants and metal cap-toe suede boots, these are notable pieces made available since his very first Balmain Spring Summer 2012 Menswear collection. Meanwhile Jenner’s embraced couture opulence in a distinctively loaded Balmain Midnight Blue Pearl Embellished Velvet Blazer that is a prominent hallmark to the Balmain Fall Winter 2012 Womenswear. While Dunn wore a two-piece outfit consisting of a red satin drapped miniskirt, statement oversized gold belt, both items were from the earlier Balmain Pre-Fall 2013 Womenswear, paring it with a braided Napoleonic embroidered detailed jacket recalling the label’s legendary efforts in military inspired outwear.
From my very own humble opinion and observation, I doubt that these looks are the actual Balmain x H&M collection, perhaps they are one of the many upcoming hints that concludes the future collection consisting a variety of Balmain pieces from Rousteing’s archive collection. It is much anticipated that Balmain’s masterpieces will transpire to watered-down variants, such as Jenner’s Balmain Pearl Embellished Velvet Blazer will likely be transformed into a printed reproduction or a less embellished version with made from less quality materials that are feasible for large-scale production.
This movement has certainly made huge strides for the designer, Balmain’s collection will mark the 11th anniversary of H&M designer collaborations and is the 17th designer to join forces with H&M. Expectations are set high for H&M collaborations and I can already image that it will sell-out within an hour. But for now we will have to wait on what Balmain for H&M will entail. The Balmain x H&M collection series goes on sale 5th November 2015, and Australia stores will be the first to sell them.
— H&M (@hm) May 17, 2015
H&M confirmed the collaboration via twitter.
Olivier Rousteing with Jourdan Dunn and Kendall Jenner wearing the Balmain for H&M collection at fittings before the Billboard Music Awards in Las Vegas.
PREVIOUS H&M DESIGNER COLLABORATIONS
2004: Karl Lagerfeld
2005: Stella McCartney, Elio Fiorucci, Solange Azagury-Partridge
2006: Viktor & Rolf
2007: Roberto Cavalli
2008: Rei Kawakubo and Comme des Garçons
2009: Matthew Williamson, Jimmy Choo, Sonia Rykiel
2010: Sonia Rykiel, Lanvin
2012: Versace, Marni, Maison Martin Margiela
2013: Isabel Marant
2014: Alexander Wang
ALSO ON SECOND KULTURE