Unless you are a fashionista who has been living under a rock, you have heard a thing or two about the powerhouse collaboration between Swedish retail giants H&M and French haute couture fashion house Balmain. Under the creative directorship of young Olivier Rousteing, Balmain has developed into a global pop-culture phenomenon. Earlier this year, Rousteing himself and friends Kendall Jenner and Jourdan Dunn revealed the first pieces of the collection at the The Billboard Music Awards red carpet. Through social media, Balmain and H&M invite their fans to join a movement of togetherness with #HMBalmaination.
The official campaign shoot by Mario Sorrenti feautures models and fashion icons of the moment – Kendall Jenner, Gigi Hadid and Jourdan Dunn as the faces of the campaign alongside male models, Hao Yun Xiang and Dudley O’Shaughnessy in a futuristic out-of-this-world subway scene where each model spearheads their own crew (reflective of the various themes that are to be unveiled). On the collaboration, Rousteing says, “I want to talk to my generation… 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. H&M is a brand that everybody connects to. It calls for unity and I am all for it.” The collaboration between the two powerhouse fashion brands will include womenswear, menswear and accessories.
Prices of the pieces are anticipated to be little bit higher than previous H&M collaborations. A black and white dress with 250,000 hand-sewn beads is set to be the most expensive item from the collection priced at around $570 whereas a T-shirt with the Balmain logo will be around $35. Avid fan of Instagram, Olivier Rousteing – one of the few designers to have amassed a million followers on the platform – is already looking forward to the hashtag #HMBALMAINATION to see what people have purchased from his collection.
According to Rousteing, it is crucial for the campaign to show the spirt of the Balmain Army and as a result, Rousteing handpicked 19-year-old American model Kendall Jenner to be the leader of the campaign. Speaking to Yahoo Style, he said, “She (Kendall) is the most important. She is an icon and I’m inspired by her. For me, she is the new Naomi, Claudie Cindy.” He added, “When you love the Balmain world, you love the models that are part of it too. Kendall, Gigi and Jourdan are my friends and they are the perfect choice to star in the Balmain x H&M campaign.”
H&M’s 11th guest-designer collaboration arrives in selected stores and online worldwide on Thursday, November 5th.