On November 29 in Shanghai the Angels will wear looks created by Balmain and the next day a capsule collection will be launched, conceived between both brands
Seeing a Balmain parade and attending a Victoria's Secret show is not as different as it might seem. In agreement: the shows of the lingerie firm have much less clothing and much more carnal poetry than those of the French brand, but sensuality, sexuality and flashes parade through the catwalks of both brands with the same tranquility. This hypersexualized and brilliant spirit is represented in both cases by its models, because Olivier Rousteing's army is full of Victoria's Secret Angels. So much so, that comparing the backstage of the two signatures - obviating pink satin gowns and mammoth wings - could be strangely similar.
But this unresolved sexual tension, this romance never materialized between Victoria's Secret and Balmain, will unfold its wings on November 29 at the VS parade in Shanghai, where the tops will wear looks created by Balmain for the parade. The real novelty and surprise is that the next day of the show will be launched a capsule collection conceived between both brands. This awaited romance already has a teaser-like video in which we can see, in a supposedly fuzzy and fleeting way, various models walk with looks that exhume that Balmain spirit on all four sides. A sort of audiovisual advancement that could well look like an Instagram video by Balmain or the making of a video clip by Taylor Swift.
This is the first time that Victoria's Secret has teamed up with a firm not only to create looks for the fashion show, but to give shape to a joint collection to be launched for sale. Taking into account the black and white aesthetic and the messages that are read in the image with which this collaboration has been announced, it is clear that punk will be one of the sources of inspiration that Olivier Rousteing will drink.
The truth is that Olivier goes from capsule to capsule - and we are not talking about Nespresso coffee - in his eagerness to gain the support of millennials, a generation that belongs to him and that in turn is bringing different fashion firms head-on. But Olivier feels like a fish in the water between them. His love for selfies, for those who do not hesitate to put chicks without shame, his overwhelming egocentrism and his handling of social networks have made a brand that sells oversize shirts with broken shoulders for 644 euros is one of the favorite of a generation that watches with special care the price of the garments.
She has just launched a capsule collection together with L'Oréal Paris consisting of 12 lipsticks created for different complexions with which she claims to fight for female empowerment. Models like Lara Stone, Doutzen Kroes, Soo Joo Park, Ming Xi, Valentina Sampaio or Maria Borges are some of those who announce the brand's matte lipsticks, and they do it in an ad that looks like a clip in which Victoria's Secret Angels they wear designs by Balmain while they put on lollipops -as Rousteing knows so well- that have previously been carved by L'Oréal. Olivier knows how to raise the bet, without a doubt.
Another objective is that all women can have a piece of Balmain in his closet, or rather, in his dresser. This metonymy of luxury is common in large firms, and Balmain has finally dared to join this current going a step further by allying with a beauty brand whose prices are really affordable.
Because Rousteing wants us to have something of Balmain, however much a tiny percentage of us can afford a biker of more than 10,000 euros. This was demonstrated by collaborating with NikeLab and H & M. "Fashion is really elitist. I think it has to start opening its doors a little to the people on foot, "he confessed to Vanity Fair France.
But Olivier Rousteing does not want to be present only in our underwear drawer, in our vanity case and in our closet. He has also created headphones with Beats by Dr. Dre, and the one in charge of promoting them has been none other than the millennial icon par excellence, Kylie Jenner. And in the Rousteing universe there are not only Victoria's Secret tops and pop divas, but the entire Kardashian clan.
In short, the creative director of Balmain wants luxury to be accessible to all. It depends on us if we want to taste it at the touch of lingerie, music, dresses or lipstick, because if we want, there is Balmain for everyone.
