# areyouready ?
Couture meets High Street
BALMAIN X H & M
Quiet as a mouse , while us Londoners slept , Olivier Rousteing made a surprise announcement in the dead of night . Arm in arm with his Balmaination Army comrades Kendall Jenner and Jourdan Dunn , they sent shockwaves through Las Vegas that rippled across the world and reached us as a Good Morning slap in the face .
Flashback to Alexander Wang x H & M ’ s Coachella announcement . A massive party , celebs such as Katy Perry , Robert Pattinson and Haim and a performance from Iggy Azalea - definitely something to get people talking . The 2015 Billboard Music Awards was Balmain ’ s Coachella . Kendall and Kylie Jenner were seen supporting the collection - with Kylie in Balmain and Kendall in H & M x Balmain , alongside beautiful Brit Jourdan Dunn also debuting a custom piece from the collaboration .
“ I want to talk to my generation − this is my main aim as a designer ,” Rousteing said of the collaboration . “ H & M allows me the unique possibility of bringing everyone into the world of Balmain , getting a piece of the dream and creating a global # HMBalmaination : a movement of togetherness , fuelled on a hashtag . The collaboration felt extremely natural to me as H & M is a brand that everybody connects to . It calls for unity , and I am all for it .”
This connection with the fans and allowing them to buy a piece of the Balmain dream - buy into that designer , exclusive lifestyle , is something that Rousteing is very passionate about .
With his Instagram such a big hit , he naturally took to Instagram in order to announce the collection , spreading the news like wildfire across social media posting a short film with the invite to join his # HMBalmaination army . A few weeks ago I sat at his talk with Alexa Chung where he spoke of his Instagram and it ’ s worth to the Balmain brand - “ Luxury fashion is in inaccessible and seen as something just for the elite , but through Instagram we can give the public a little piece of our dream … My followers may not be be able to afford Balmain , but they can at least have a piece of the dream .”
This is what H & M does so well - bringing as a piece of Designer lifestyle and allowing us to experience a brand . Balmain will join the likes of Karl Lagerfeld , Stella McCartney , Versace and of course Alexander Wang in teaming up with H & M .
The collection which lands 5.11.2015 will contain a mix of Mens and Womenswear and is set to be a massive hit . Prepare your tents for the overnight camp outside H & M Regents Street .
# areyouready ?
Written by Charlotte Pavitt
JUICEBOX 18