Balmain, renowned for its boundary-pushing fashion shows and exclusive events, continues to set the bar high for creativity in the industry. After captivating onlookers with a runway show on a floating barge and hosting virtual front row experiences for VIP guests, the luxury brand has embarked on a new venture.
Creative director Olivier Rousteing made a bold move by organizing a photoshoot for Balmain’s menswear and womenswear 2021 pre-collection within the brand’s flagship store in Paris. Situated on the prestigious rue Saint-Honoré, the store was transformed into a vibrant hub of creativity, with models, designers, and the creative team collaborating behind closed windows. Passersby got a sneak peek into the world of high fashion, creating an interactive experience for both the public and fashion aficionados alike.
This innovative approach allowed for the continuation of physical events while adhering to social distancing guidelines dictated by the ongoing Covid-19 pandemic. By providing direct access to the creative process behind their upcoming campaign, Balmain highlighted the significance of in-store experiences and the sensorial journey associated with luxury fashion.
Alongside the live showcase in Paris, Balmain also reached out to a global audience through virtual broadcasts on their official Youtube channel. This multi-faceted strategy not only engaged local Parisian residents but also welcomed fans from around the world to partake in the experience.
Olivier Rousteing underscored the importance of physical events in the fashion realm, stating that certain aspects, such as fashion shows, are best enjoyed in person. While digital platforms and e-commerce platforms serve a vital role, they can never fully replace the immersive encounter of visiting a physical store. Each Balmain store serves as a brand ambassador, cultivating a distinct atmosphere that epitomizes the brand’s essence and engages all the senses.
By opening up their pre-collection photoshoot to public view, Balmain once again proves that they are on the cutting edge of innovation in fashion. This initiative not only underscores the value of physical experiences but also establishes a new benchmark for audience engagement in the post-pandemic era.
Useful links:
1. Explore Vogue’s coverage of the latest fashion shows
2. Read Business of Fashion for industry insights and news
