Later this year two of our favourite brands will unite for what can only be anticipated as a truly spectacular collaboration. Swedish fast fashion retail giant H&M will team up with the luxury French fashion house Balmain, giving everyone a chance to own their own piece of fashion history.
The guest collaboration was revealed at The Billboard Music Awards on Sunday night, with Balmain’s Creative Director, Olivier Rousteing and his model friends Kendall Jenner and Jourdan Dunn giving us a sneak peak of what we can expect as they walked the red carpet in pieces from the capsule collection.
Of the collaboration Rousteing says he wants to invite fans of both labels to join a movement of togetherness through the hashtag #HMBalmaination.
“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.”
Founded in 1945, the Balmain powerhouse has always remained true to the vision and opulent couture spirit of its founder, but Rousteing’s street wear influence has bought an element of edginess to the brand, which has given the label a unique identity and made it universally appealing.
The new collection will embody the attitude and design aesthetic of Balmain but will offer pieces at a remarkably lower price point, making the brand more accessible to the wider consumer market and creating a truly involving experience for everyone.
“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 said.
The #HMBalmaination collection will be available from November 5th in around 250 stores worldwide and online and will feature clothing and accessories for both women and men. More details will be revealed closer to the launch date.
Megan Pustetto 