Popular fashion retailer H&M has announced that it will be working in partnership with The Parisian house of Balmain to launch accessories and men and women’s clothing in autumn, which will be under the creative watch of Olivier Rousteing.
The first items of clothing were shown off yesterday at The Billboard Music Awards by Rousteing’s it-girl models Jourdan Dunn and Kendall Jenner, and via social media they have asked consumers to join a “movement of togetherness” with the hashtag #HMBalmaination.
Commenting, Rousteing said: "I want to talk to my generation: this is my main aim as a designer. 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. 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."
Creative advisor at H&M, Ann-Sofie Johansoon added: “We are excited to have Balmain as our guest designer at H&M and create a truly involving experience for everybody. With its mix of couture spirit and streetwear attitude, Balmain owns a unique style, at once opulent and direct, sensual and energetic. It is also closely linked to the show business and music worlds, which adds another element of surprise.”
The collection will be in 250 select stores around the world and also available online from November 5th.
