The L'Oréal Paris x Balmain Lipstick Video Campaign Is Here And It's Totally Badass

From the director behind DJ Khaled and Rihanna's 'Wild Thoughts'.

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Update 18/9/17

The video campaign for Olivier Rousteing's long-awaited Balmain x L'Oréal collab has finally arrived and it's totally badass.

Directed by Colin Tilley aka the man behind the music videos for DJ Khaled and Rihanna's 'Wild Thoughts', and Kendrick Lamar's 'Alright', the campaign includes pretty much every Balmain babe and supermodel ever.

Think Doutzen Kroes, Neelam Gill, Lara Stone, Maria Borges, the list goes on... all rocking a uniform of head-to-toe Balmain and doing their most badass Destiny's Child 'Lose My Breath' video impression.

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Speaking on the campaign, Tilley told WWD, 'They wanted to take a risk. They were willing to take somebody like me, who is sort of in this box of only making videos for musicians. They had a very clear vision of what they wanted, but they looked to me to create a world that would combine fashion, brands — and music.'

Get your hands (and lips) on the Balmain lipsticks at Harvey Nichols, now.

UNITED INVINCIBLE ⚡️ September 20th

A post shared by OLIVIER R. (@olivier_rousteing) on


Update 28/7/17

L'Oréal have released the first images of their upcoming Balmain lipstick collab and they are extra.

Think gold, glam and, well, so Balmain.

The first shade to be revealed? A peach/coral rose gold glitter shade called 'Confidence' that L'Oréal promises to be just one of 12 lipsticks with a metallic matte finish.

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Count us intrigued.

And it looks like supermodel and Victoria's Secret Angel icon Doutzen Kroes will be the face of the designer collab campaign as L'Oréal gave us a sneak peek behind the scenes of their latest shoot.

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The ELLE beauty team is, (no exaggeration) in raptures at the news of Balmain Creative Director Olivier Rousteing collaborating with L'Oréal Paris to launch twelve lipsticks in September this year.

There is something about a heavyweight fashion name designing make-up that we can easily invest in that makes our waitlist fingers tingle. This promises to follow in the wake of the highly successful H&M Balmain fashion collaboration from 2015.

The cult L'Oréal Color Riche lipstick (one is sold every 3 seconds worldwide) will be reinvented by Rousteing in line with his much-coveted high fashion aesthetic, in three colour themes, with 12 in total.

Olivier Rousteing creates L'Oreal Paris x Balmain Color Riche Lipsticks

'L'Oréal Paris and Balmain share the same strong vision of femininity and the same goal, to empower women and offer them diverse ways to express themselves,' says Rousteing. 'With this collaboration, I'm thrilled to make this idea tangible for every woman around the world.'

Indeed, you can expect a strong Balmain influence , since Rousteing will have creative control of everything from the campaign to the packaging.

There will be jewels. But only in select stores - the lipstick equivalent of Charlie's Golden Ticket, but much more collectable.

It will be limited edition, so start making some room now. You have until September to make sure you can fit it all in. Watch this space...

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