Balmain Calls In Our Favourite 90s Icons For Its SS16 Campaign

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Words by Adina Whyte
January 11th, 2016

The #BalmainArmy is expanding its troops with a host of famous faces being enlisted. Goodbye to the rising models of the moment, Oliver Rousteing has re-introduced some our favourite 90’s beauty icons to show once and again the fashion world who’s boss! Catwalk veterans Cindy Crawford, Naomi Campbell and Claudia Schiffer all star in the Parisian brand’s SS16 campaign to bring us a major throwback moment.

Showcasing his new designs shot by Steven Klein in black and white, the images are beautifully confident proving to one and all that the iconic models have still got it! They aren’t known as SUPERmodels for no reason after all. As for the new collection, it has the undeniable Balmain trademark style that we all have become accustomed to; fitted, sheer and embellished, but with a touch of 70’s inspired ruffles this season. Definitely not for the body conscious (hence the Kardashians’ obsession), but if you are a lover of Balmain, the collection will not disappoint.

Speaking to Vogue, Rousteing revealed “It’s a new chapter for Balmain.” “Sometimes people are confused and think it’s all about social media and Instagram. Balmain has a deep soul, and it’s not only about followers. It’s about dreams and love, and I think with this campaign I’m going to show that and go back to its roots. This campaign is about what makes me love fashion, and these three women are exactly that. These three women are what made me love fashion yesterday, make me love fashion today, and are going to make me love fashion in the future.”


“I felt like I was dreaming as I was watching the photo shoot, because I knew it was going to be something iconic that I would never forget,” he said. “You realise working with them, it’s another way than working with the models of today. They know so much about themselves. Their career is so strong. They know their bodies so well. They move at the same time that the camera is moving. Steven also knows them so well, so it was such a good synergy.”

Whether you are a fan of Balmain or not, this was a smart move by Rousteing that is already paying off. Who wouldn’t like to see the people that made them fall in love with fashion unite once again? And whether you like or loathe his collections, your eye is going to be firmly placed on the ’90s fashion goddesses once more, and although his intention was apparently removed from social media aspirations, choosing legends and putting them into your latest collection with eye popping sexy visuals is a share guarantee. Maybe the man doth protest a little too much. But make no mistake, this is a job well done, proving once again there is definite method to all of Rousteing’s merits.



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