Balmain photographs its pre-collection in-store for public view

By

Dominique Muret

Published
Dec 10, 2020

After holding a runway show on a barge sailing down the Seine in July and reserving the front rows of its latest runway show in October for virtual spectators encompassing personalities and VIPs, Balmain is innovating once again. The luxury brand came up with an original initiative to enable it to host a physical event in the heart of Paris while adhering to social distancing regulations imposed due to Covid-19.

On Wednesday, Dec. 9, creative director Olivier Rousteing organised a photoshoot for Balmain’s menswear and womenswear 2021 pre-collection in its flagship Paris store, located at number 374 on rue Saint-Honoré. Far from hiding this from the public, the brand’s creative director, his team, and models were exposed to the gazes of passers by through the windows of the store, which had been closed for the occasion. 
 
This showcase thus offered, “direct access to the creation of our next campaign, while ensuring necessary social distancing,” said the brand in a press release. The event, which ran from 10am to 6pm, could both be followed in real life by Parisians and online through two virtual showcases, one at 12:30pm and one at 4:30pm via a live broadcast on Balmain’s Youtube channel.

Through this initiative, Rousteing aimed to reaffirm the importance of physical experiences in fashion and luxury. “Digital has its limitations,” said Rousteing. “We know there are still some things, like fashion shows, which are best experienced live. We believe that sharing these experiences directly is crucial for our fashion community.” 
 
“Likewise, we know that e-commerce, while remaining a powerful tool, can never truly replace the experience in our stores,” said Rousteing. “We consider each of our stores to be irreplaceable ambassadors for our brand, which contribute to best transmitting our signature DNA through unique experience that draws on all of the senses.”