I’m not sure about you but I had started to suffer from Balmain fatigue. It felt like there were a new set of print ads for the French fashion house every month and a steady stream of new additions to the #BALMAINARMY meant that at any red carpet event there were at least 3 celebrities (be that models, actresses or socialites) wearing Balmain. The H&M collaboration allowed Balmain to take over the high street too. Then you have to factor in how the brand has become linked to all things Kardashian. Literally every member of the family regularly wears a full Balmain look and so when they inevitably post photos onto all of their social media accounts, it feels like there is no corner of the internet that doesn’t feature Balmain.
So why am I adding to this already over-saturated conversation? Because creative director Olivier Rousteing made a very clever move with the casting for the Balmain Spring Summer 2016 ad campaign. Instead of using any of the Kardashians or the models with the most social media followers, the adverts feature three of the original 90’s supermodels- Claudia Schiffer, Cindy Crawford and Naomi Campbell. They continue to hold the same power and respect that they did at the height of their careers in the 90’s and so whenever they make an appearance on the runway or in ad campaigns now, it’s still a big deal.
I like how simple and striking the images are for the Balmain SS’16 campaign and even though it’s as much about the models as it is about the clothes, I think this campaign really shows the clothes off in a great way and allows them to shine. You can see the detail and design of the clothes much better in these images than in the more flashy and bright style of the previous campaigns.