Balmai’s Birthday Parade for its 75 Years

July 5, Olivier Rousteing opened the ball of this week of very special haute couture. With this anniversary parade, which celebrates the brand’s 75th anniversary, Balmain is reinventing the codes of the 2020 fashion show. Here, no room for improvisation: not far from the Eiffel Tower, on the Seine, sails a long barge littered with models . The silhouettes are grandiloquent … And never sober! Satin gloves dress the arms of these Sissi l’Imperatrice 2.0, a nod to the Belle Epoque, and this parade gives pride of place to archival pieces dating from Pierre Balmain, Oscar de la Renta and Erik MortensenBalmain told by Olivier Rousteing.

These archival pieces, composed of bouffant dresses, shiny and tightened at the waist, come to mix with Rousteing’s signature creations. The artistic director has made a specialty of micro-dresses molded to the last detail, set with embroidered and braided pearls, like a Marie-Antoinette Coppolesque. Among all these silhouettes, we can admire a dancer whose choreography is by Jean-Charles Jousni, as well as the singer Yseult all dressed in white. Enthroned above the show, the young woman engages in an interpretation of her latest headlines, not without emotion.

Balmain: the bet of a digital parade at the time of deconfinement
The whole of this exceptional parade was broadcast on the TikTok platform. Very attentive to new generations (and ultra-trendy among millennials), Olivier Rousteing, artistic director of Maison Balmain, knows how to handle the images of a 100% digital fashion show, at a time when deconfinement is just around the corner. act. Nevertheless, Parisian aficionados were invited to go to the banks of the Seine, to see this glamorous procession. “Fashion is in a difficult moment” admitted the artistic director. “I don’t think the answer is to do nothing, in reality fashion is trying to respect the world we live in and give some hope.” A nice message of optimism.

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July 5, Olivier Rousteing opened the ball of this week of very special haute couture. With this anniversary parade, which celebrates the brand's 75th anniversary, Balmain...

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