SEVENTY THREE YEARS AFTER PIERRE BALMAIN FOUNDED HIS NAMESAKE BRAND, IT REMAINS A POWERHOUSE OF UNABASHED OPULENCE AND EXTRAVAGANCE

BY KARDIA YAZMYNE WILLIAMS • PHOTOS COURTESY OF BALMAIN

For seven decades, Balmain has been synonymous with prestige. The founder of the eponymous French luxury fashion house, Pierre Alexandre Claudius Balmain, was born in Savoie, France in 1914, and created the House of Balmain in 1945, his first collections reigniting decadence in a ravaged post war France. Early pieces included long, bell shaped skirts with small waists, which received critical acclaim, and starlets such as Ava Gardner, Marlene Dietrich and Katharine Hepburn were soon dressed by the couturier. In 1955, Balmain was awarded the Neiman Marcus Fashion Award, after expanding his ready towear collection to the U.S. in 1951.

After the designer’s untimely death in 1982, his brand came under the direction of a variety of influential designers, such as Oscar de la Renta and Christophe Decarnin. Today, it carries on its legacy of opulence by influencing the latest generation of fashionistas. At the helm of this new generation of Balmain is current Creative Director Olivier Rousteing, who has managed to artfully infuse the house with a refreshingly modern essence that appeals to a younger audience. With his finger on the pulse of what’s now and next, Rousteing has catapulted the 73 year old brand into the 21st century through strategic social media marketing, use of reality star influencers, and strategic corporate collaborations. In 2015, for example, Balmain x H&M managed to provide mere mortals with the opportunity to have a taste of luxury while parting with significantly less money. In 2017, it took millennial audience outreach beyond fashion to include music with Balmain’s collaboration with Beats by Dre headphones. And, just as in days past, it is a favorite among the Hollywood elite, with A-listers like Kylie Jenner, Kim Kardashian, and Emily Ratajkowski appearing on the red carpet clothed in the brand.

Rousteing’s outlook of late has veered in a noticeably flashier direction to include heavy beading and embroidery and micro mini hemlines, mirroring style’s transition from understated luxury to more flamboyance generally. However, the label’s mainstay is its expert tailoring and attention to detail. Balmain once paid homage to his architectural studies by describing dressmaking as “the architecture of movement;” Rousteing seems to be keeping this outlook as a guiding star.

Balmain
Flagship NYC Location / 100 Wooster Street Manhattan /
212.966.4200 / balmain.com