Balmain’s Pre-Fall 2021 Collection Comes to Life in Paris Boutique Window
Olivier Rousteing, the Artistic Director of Balmain, has taken an unconventional approach to showcase the brand’s pre-fall 2021 collection. Instead of a traditional runway show or digital presentation, Rousteing decided to bring the collection to life in the shop window of Balmain’s Paris boutique. This unique and interactive concept allowed passersby and followers on social media to witness the fashion moment in real-time and created a buzz in the industry.
The idea for this innovative presentation came after Rousteing and his friend Cara Delevingne were photographed nude in a shop window as part of a dare in the game “truth or dare.” Leveraging this concept for professional purposes, Rousteing photographed his Women’s and Men’s Pre-Fall 2021 collection in the window of the Balmain boutique located in the heart of Paris. The brand saw this as the perfect stage to showcase their creativity in a shared and accessible way. Against a monogrammed Balmain backdrop, models posed for hours under the curious gaze of onlookers, creating an unprecedented backstage experience. The entire event, which took place from 10 am to 6 pm, was also broadcasted on social media, further amplifying its impact.
Unsurprisingly, Balmain’s Instagram post showcasing the collection garnered significant attention, receiving more than 53,000 likes. This highlights the brand’s ability to engage its audience and create moments that resonate with them.
This is not the first time Balmain has adopted innovative approaches to connect with its community. In July, the brand presented its Haute Couture Fall/Winter 2020/2021 fashion show on a boat floating down the Seine River. The show was not just limited to social media; it could also be viewed from the banks and bridges of Paris. This focus on innovation and creativity in the face of social distancing measures demonstrates Balmain’s commitment to maintaining a strong connection with its audience.
Balmain’s Artistic Director, Olivier Rousteing, believes that while digital platforms are crucial, physical experiences cannot be replaced. With over 6.3 million followers on Instagram, Rousteing understands the power of the digital realm but emphasizes the importance of creating unique connections through physical events. In a time when digital content dominates, Balmain’s approach challenges the notion that everything can be experienced behind a screen.
Balmain’s pre-fall 2021 collection window display exemplifies the brand’s commitment to pushing boundaries and finding innovative ways to engage with its audience. By bringing the collection to life in a shop window, Balmain captivated both pedestrians and online followers, showcasing their ability to adapt and captivate through unconventional strategies. This further establishes Balmain as a trendsetter in the world of luxury fashion.
Useful Links:
1. Balmain official website
2. Balmain Instagram page
