The Balmain Spring/Summer 2021 collection, started with an unusual setting curated by Olivier Saillard. Maxi screens LCD installed on the front row that projected the images of the guests that couldn’t join them IRL. Great soundtrack and narration in French, which sounded like Pierre Balmain, founder of the brand.
A homage that Olivier Rousteig, creative director of Balmain, wanted to pay to the founder of the brand. “This brand, as I often repeat, has the optimism and audacity incorporated in its DNA. We will never forget that 75 years ago, Pierre Balmain bet on it. After years of war, occupation, and suffering he was ready to start again and founded his fashion brand in an unstable time. He was young, bold and sure that bright times were ahead of him. His energy and optimism made the brand one of the reason Paris became the capital of fashion,” said Rousteing. Another homage was the PB monogram featured on many looks of the collection, from the coats to the accessories, decorated with crystals. The colour palette is neutral mixed with neon colours like lime and bright pink.
Another key element of the collection it’s the 70s and 90s American culture, like the total (sustainable) denim looks. Some of the iconic models of the brand Amalia, Axelle, Barbara, Charlotte, Sonia and Violeta Sancheze, reveal the collaboration with Apple, a streaming platform called Signature. Curated by Rousteing and the editors of Apple Music, the playlist celebrates identity and empowerment and include artists like Depeche Mode, The Weeknd and more.