Speaking during a WWD Retail Apparel CEO Summit, artistic executive Oliver Rousteing suggested that he is “looking to pierce behind a Parisian DNA” to a Balmain code by delving into a universe of haute couture.
The final couture collection from a conform residence was constructed in 2002 when Oscar de la Renta was during a artistic helm.
By branch towards a top finish of a conform spectrum, Rousteing skeleton to pierce a code into a some-more bespoke instruction and will start to do so with his initial collection as a couturier during Paris Couture Week in Jan 2019.
The engineer also suggested that he would like to excavate into accessories, fragrances and cosmetics too.
The proclamation is a latest try by Rousteing to enhance and boost a brand’s profile.
Famed for formulating a Balmain Army – a class of internationally famous ‘It’ girls including Kim Kardashian, Gigi Hadid and Kylie Jenner – a designer’s enlargement skeleton are already underway, carrying already experimented with a series of some-more affordable code collaborations.
In 2015, a conform residence launched a partnership with HM that saw shoppers stay overnight outward stores and sole out roughly instantly.
Last year, Balmain also done a initial pierce into lingerie, conceptualizing a collection with Victoria’s Secret for a annual runway show. The collection, that was accessible to emporium online immediately after a uncover aired on TV, sole out only 48 hours after a release.
Similarly, in May 2017, Rousteing done his initial incursion into a universe of cosmetics by a partnership with L’Oreal Paris.
The engineer launched a collection of 12 Balmain lipsticks that he had designed himself and were desirous by 3 things: couture, modernity and diversity.