Balmain and H&M fire up New York
The frenzy surrounding the launch of the Balmain for H&M collection, set to reach stores on 5th November, is mounting. The launch campaign for this very special collection has been cleverly orchestrated, information and images being drip-fed to the press and social media since the summer. The final scoop was a show and a grand evening organised on Tuesday in New York.
Among the many celebrities who attended the evening was top model Kendall Jenner, chosen to embody the collection with Gigi Hadid and Jourdan Dunn, as well as colleagues and actresses Diane Kruger, Rosie Huntington-Whiteley, Julia Restoin Roitfeld and Alexa Chung, while US band Backstreet Boys jazzed up the party with a live performance.
Snapshots from the event have inundated the web, proof of its glamour atmosphere and of the frenzied anticipation for this collection, created by Olivier Rousteing for the Swedish fast fashion giant.
The collection is "glamorous, exclusive and richly ornamented", as the Swedish retailer described it in a press release. It consists of over one hundred items, from metal-trimmed dresses to eye-catching accessories, with oversize jewellery and huge waistbands.
The style is quintessentially feminine, though a few men's looks are also featured, and is chiefly inspired by the 1980s: wide-shouldered jackets, jodhpurs and lamé blouses. Trims and frills abound, in a collection, which is a feast of gilding and embroidery.
To get their hands on the collection, whose items will doubtlessly fly off the shelves, fashion aficionados now only have to wait for 5th November. The Balmain for H&M collection will be available in nearly 250 stores worldwide as well as on the retailer's e-commerce site.
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