Balmain X H&M: It's Happening

Here's everything you need to know


The high street is about to get a serious injection of sexy: Balmain is the next label to collaborate with H&M, it has been confirmed today.

And, this time around, creative director Olivier Rousteing has gotten some of the label's most famous friends on board to help promote the line.


The designer walked the red carpet at the Billboard Music Awards last night with Kendall Jenner and Jourdan Dunn, who showed off the first creations from the collection. Their appearance was swiftly followed by the release of the first official image, above.

The savvy, celeb-laden announcement is typical of Rousteing's young, fun, switched-on approach to fashion. He took the creative helm of sleepy Parisian heritage label Balmain in 2011, aged just 25, and quickly whipped it into one of the hottest red carpet tickets in town. (Needless to say, Kim Kardashian is a huge fan.)


'I want to talk to my generation − this is my main aim as a designer,' he says of this new venture. '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.'

The launch puts Balmain in the world-famous H&M designer stable alongside former collaborators who include Karl Lagerfeld, Stella McCartney, Versace, Roberto Cavalli and, latterly, Alexander Wang.

Adds Ann-Sofie Johansson, Creative Advisor at H&M: 'We are excited to have Balmain as our guest designer at H&M and to create a truly involving experience for everybody. 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.'

We'll be primed for a few of those in the run-up to 5 November, when both men's and women's Balmain x H&M collections - comprising clothing and accessories - go on sale in around 250 H&M stores nationwide.

#HMBalmaination FTW!

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