Olivier Rousteing ahead of the unveiling of Balmain‘s Autumnal Men’s collection in Paris has made his desire to democratize and modernize fashion very clear. “For too many years, the legendary ateliers, boutiques and runways of Paris have only been open to a very lucky select few,” he explains. “We’d like to try to begin to change that, by inviting as many members of our Balmain Army as possible into our Balmain universe.”
The Balmain App, the latest innovation from the house, will rely on seamless streaming and clever plays on augmented reality to strengthen Rousteing and Balmain’s shared commitment to being as inclusive as possible. With just a click, the user can live-stream the latest runway presentation. By focusing the app on a wheatpasted guerilla-marketing poster, an AR adventure can be triggered. Another app option will offer an immersive tour of Balmain’s soon-to-be-open Saint Honoré flagship.
Available now on Apple’s App Store, the Balmain App will be continually updated with new content. It builds upon the many recent innovative launches from Balmain’s Wonderlabs, the house’s entertainment-focused marketing strategy that aims to constantly surprise with exciting ways to engage and communicate, while always pushing each envelope and breaking every convention.
Follow us on: