Yesterday, 15th of June, on his Instagram account, Olivier Rousteing announced the opening of a virtual showroom where the designer will host the Balmain Cruise collection. A 3D avatar of the designer will guide the visitors around this virtual journey, and there’s more. It will be even more realistic because Rousteing recorded his voice for the narration using the right words to communicate to the viewers his emotions.
So on the notes of Scream by Micheal Jackson, the virtual models dance wearing the outfits of the new Balmain Cruise collection, set in the digitalized Parisian flagship store of the brand that is floating on water. The store, situated at 44 Rue François-1e, was opened by Pierre Balmain, founder of the Maison (1945) and today is where their boutique and offices are.
Inside the virtual showroom, the visitors can “discover the collection at 360° and find out the storytelling behind the collection,” said Oliver Rousteing. The designer wanted to reveal the human contact behind the collection, mixing virtual frames with footage of the tailors that were working hard from home to create the garments on time.
Rousteing’s presence in this new virtual reality seems a natural move to the designer. In the last few months, he kept his followers entertained with content, sharing his dance routines, work and sketches. Rousteing was also one of the first designers to join the TikTok community. Like when he shocked his fans with his clone that was able to drape at a high speed. Now Rousteing brings his playful and personal approach to Balmain. And maybe more designers will follow his steps.
Inside the virtual showroom, the visitors can “discover the collection at 360° and find out the storytelling behind the collection,” said Oliver Rousteing. The designer wanted to reveal the human contact behind the collection, mixing virtual frames with footage of the tailors that were working hard from home to create the garments on time.
Rousteing’s presence in this new virtual reality seems a natural move to the designer. In the last few months, he kept his followers entertained with content, sharing his dance routines, work and sketches. Rousteing was also one of the first designers to join the TikTok community. Like when he shocked his fans with his clone that was able to drape at a high speed. Now Rousteing brings his playful and personal approach to Balmain. And maybe more designers will follow his steps.
