For Balmain Resort 2020, Olivier Rousteing presented a collection that epitomises exactly why the superbrand is so iconic. The secret to the creative director’s success, Rousteing defines as having a strong understanding of the Parisian brand’s DNA and his “Balmain Army”.
“I spend a lot of time listening to our customers,” he said. “When you listen to how they live, you realise that they need things to wear to yoga class, as well as pieces for work or going out.”
With pre-collection sales growing exponentially in just five years, Rousteing’s ability to produce cross-generational and wearable garments is what sets him apart.
Resort’s womenswear component balances femininity with fearlessness, adding embellishment to classic pieces like sweeping fringe to tweed blazers and military archetypes to dresses and playsuits. Seas of monochrome are occasionally met with tonal hues of ivory, navy and olive. The designer also continues to explore knitwear, producing easy, lightweight knits emblazoned with the Balmain logo.
I spend a lot of time listening to our customers," he said. "When you listen to how they live, you realise that they need things to wear to yoga class, as well as pieces for work or going out.
Balmain Woman SS20
There’s a feeling of playfulness within the womenswear collection. Garments seemingly inspired by the brand’s very own Balmain Army and the designer’s forever muses – from Cara Delevingne to Queen Bey herself. This sentiment is carried through menswear too. In addition to logo street staples, camouflage and Grand Canyon printed garments are pared back with slim biker jeans.
“I’ve always had a very inclusive of what fashion means,” the designer said.
“With #MeToo, women are really confident, but men are also showing even more pride in their own femininity and aspiration without fear of being judged about their sexuality.”
After 10 years of streetwear, I think people are recognising the chic of tailoring,” Rousteing said. “For me, it’s all about the tailoring.