Designer Olivier Rousteing is growing his Balmain nation. H&M announced Sunday that the Parisian fashion house will be its autumn guest collaboration set to launch November 5 in 250 stores worldwide and online. The collection will include men’s and women’s.
Rousteing joined models Kendall Jenner and Jourdan Dunn dressed in first looks from the collection on the red carpet at The Billboard Music Awards Sunday night. Jenner donned an inky blue velvet tuxedo jacket-inspired mini dress with Balmain’s signature heavy beading. Dunn wore a shear top with military braiding details and a red satin skirt cinched with a wide metal belt. Meanwhile, Kylie Jenner wore a long-sleeve gold and black belted mini dress from the collection to the event.
Through social media, H&M and Balmain invited fans to join in the buzz with #HMBalmaination.
In a statement, Rousteing said, “”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.”
Rousteing joined Balmain in 2011, transforming the luxury brand into a piece of pop culture through his “army” of super model and celebrity friends including Cara Delevigne, Joan Smalls, Rihanna and the entire Kardashian clan. Last December the brand rolled out an ad campaign called ‘Army of Lovers’ starring Kim Kardashian and Kanye West.
H&M creative director Ann-Sofie Johansson said, “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.” She added, “It is also closely linked to the show business and music worlds, which adds another element of surprise.”