In the times when 20-year-old Kendall Jenner and Gigi Hadid are on top of their modeling careers taking by storm all major campaigns and ruling the Social Media, Balmain made another bold statement about diversity. Shot in black and white by Steven Klein, Cindy Crawford, Naomi Campbell, and Claudia Schiffer joined #BalmainArmy by posing in the designer’s Spring pieces for the brand’s latest campaign.
“It’s a new chapter for Balmain,” fashion director and the creative force behind brand's visuals, Olivier Rousteing, told Vogue on the phone from Paris. “Sometimes people are confused and think it’s all about social media and Instagram. Balmain has a deep soul, and it’s not only about followers. It’s about dreams and love, and I think with this campaign I’m going to show that and go back to its roots. This campaign is about what makes me love fashion, and these three women are exactly that. These three women are what made me love fashion yesterday, make me love fashion today, and are going to make me love fashion in the future.”
The nostalgic feeling is something many brands use to attract customers. For young and talented Rousteing, who succeeded in making 70-year-old brand extremely popular among younger generation (HM X Balmain collaboration became one of the most anticipated and by far considered the most successful), this strategy might seem a long shot, but let’s hear first what he has to say.
“All the people who love Balmain have this nostalgia of the power of fashion in the ’90s when models were iconic—and this is always what I push. . . . When you love Balmain, you love Cindy, you love Naomi, and you love Claudia. It’s natural because they are iconic, they are powerful, and they are strong—and they make a lot of people love fashion.”
We are speechless. See the images of the campaign below and enjoy.
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