Balmain has released its AW16 campaign with the help of many of Creative Director’s Olivier Rousteing’s famous friends including Kim Kardashian and Kanye West.
The young head of the fashion brand says…
On a chilly afternoon in early February, I was at Madison Square Garden, just as blown away as were the thousands around me—all of us hearing Kanye’s Life Of Pablo for the first time. In particular, the hauntingly beautiful Wolves made a big impression on me. From the moment I heard that song, I knew we had to use it for this campaign. I told Kanye that a few days later, when I called to congratulate him. I was thrilled when he immediately responded that he was on board and excited to see how involved he wanted to be—in addition to his music talents, he’s got an amazing cinematographic instinct.
Although I love my job, the collections and the shows can end up being a lot of hard work. The campaigns, though, are always an absolute joy to be a part of, from start to finish. This one, in particular, was a dream come true. It was shot right after the Met Ball. Pascal, Steven and I pulled together as many members of the “Balmain Army” who were in town and we spent two days creating a true collaboration—beginning with a riff on a Balmain after-party, and mixing dance, music, lyrics, photography and fashion in a new way that reflects the unique, diverse and modern side of this historic house. I couldn’t be happier with the result—or more grateful to all who played a part in its creation.
Olivier Rousteing, Paris, 2016