#Balmaination invades H&M

One of the major fashion events this autumn: the arrival of the new Balmain collection for H&M under the guidance of the artistic director Olivier Rousteing. Before the official release on the 5th November, H&M became the advertising and teasing king. Very current with social networking, of course, but also with the launch of an official clip featuring a futuristic metro starring Kendall Jenner, plus the huge party in New York and its fashion show with big top models, dancers and a live performance from the famous boyband Backstreet Boys. Finally, the last milestone hit Paris for a few privileged guests to, at last, be able to buy and discover the collection at the preview.Balmain X H&M Collection on sale from the 5th November on the internet and in 250 shops in the world.With interviews from: Ann-Sofie Johansson, Olivier Rousteing, Noémie Lenoir, Marie-Ange Casta. Ann-Sofie Johansson:I think we were ready for Balmain. I think Olivier has really put his kind of signature on the house now and also it was really nice to have something different from Alexander Wang, from last year, which was really sporty and kind of urban/street wear and now to this; something really glamourous and powerful. I think people always need a little bit of sparkle, we love that and now towards Christmas and New Year’s Eve you always need that kind of thing and a little bit of glamour in your life, which is good, I think. Olivier Rousteing:Every fitting, tailoring, everything has to look exactly like my vision of Balmain with H&M. If you love the Balmain taste, if you love the richness, if you love the couture aspect you are going to see that in the collaboration and in the collection.Noémie Lenoir:I’ve brought my credit card with me and it’s good that everyone can buy the clothes and can say that they have clothes from Balmain at home. I think it’s really great that this can be done because fashion is for everyone. Marie-Ange Casta:Fashion is something that has to be accessible to everyone; it should be a right for everyone to have a great style and so I am really for this kind of collaboration, I think it’s great.Music clip taken from H & M + Music free of right / Bandit & Nikit - 2015

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