Enlisting the help of two of his famous fans, Jourdan Dunn and Kendall Jenner, the designer announced the collaboration at last night’s Billboard Music Awards in Las Vegas – with both models arriving on his arm, wearing designs from the collection.
“I want to talk to my generation − this is my main aim as a designer,” Rousteing said this morning. “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. The collaboration felt extremely natural to me as H&M is a brand that everybody connects to. It calls for unity, and I am all for it.”
Naturally, Rousteing has already been building excitement for his latest venture on Instagram – where his followers top one million – posting a short video with the caption, “THE WORD IS OUT #secretrevealed join MY new ARMY #HMBALMAINNATION #areyouready?”
“We are excited to have Balmain as our guest designer at H&M and to create a truly involving experience for everybody,” Ann-Sofie Johansson, creative advisor at H&M and architect of the annual collaborations, added. “With its mix of couture spirit and streetwear attitude, Balmain owns a unique style; opulent and direct, sensual and energetic. It is also closely linked to the entertainment and music worlds, which adds another element of surprise.”
In teaming up with H&M, Rousteing joins the ranks of some of the industry’s biggest names – including Karl Lagerfeld, Stella McCartney, Donatella Versace and Alexander Wang.
The collection – which includes menswear as well as womenswear – will land in stores on November 5 2015. Prepare for the scrum.