There’s something in the fashion atmosphere this summer and it’s about abundance. Designers at the helm of the big houses don’t feel content in launching one new campaign at a time, rather two in one go. In the last 24 hours, Olivier Rousteing of Balmain unveiled the maison‘s collaboration with Beats By Dre only 48 hours after releasing his Fall 2017 shoot, and with the new LA store launch soon to be opened amid a bevvy of West Coast stars.
Balmain’s Fall 2017 shoot was photographed by Olivier Rousteing himself and features models Grace Bol, Aleyna Fitzgerald, Valery Kaufman, and Alexina Graham at Saint Sulpice.
No less, last week Louis Vuitton upped the fashion ante with three rounds of news: Lebanese-Australian model Jessica Kahawaty joined the Louis Vuitton for Unicef team, LV launched its first foray into wearable tech–read all about the Tambour Horizon smartwatch here–and it shared the Series 7 films lensed by Bruce Weber. Over at Gucci HQ, Alessandro Michele officially entered the world of interiors in the form of Gucci Décor, launching in September 2017. The Gucci homeware collection news had no sooner looped around the world and the Italian luxury label announced its new travel app. So Rousteing’s multi-faceted PR approach is in good company.
Rousteing’s Balmain X Beats by Dre project has been in the pipeline for some time but its launch is aptly timed with the opening of the Balmain Flagship at 8421 Melrose Place in Los Angeles. The designer told Vogue US, “My connection with them began when they [Beats by Dre] came to my show four years ago.” Music being the bridge between the worlds of high-spec headphone tech and premium ready-to-wear. Indeed the Balmain shows are renowned for having the decibel levels set to stun. The Studio Wireless and Powerbeats3 Wireless headphones–that promise 12-hours of fuss-free listening with a Class 1 Bluetooth connection capacity–now have Rousteing’s sartorial signature. Gold accents make ways for a color palette of khaki green and muted beige, with gold emblazoned logos aplenty.
The theme? Urban safari. And the face of the debut Balmain X Beats by Dre collection is none other than Kylie Jenner. Balmain’s creative director added, “I thought it would be more interesting to choose a girl who represents the new world and touches so many different universes. Plus, I love the darkness she has, at the same time as the glamour.” In a statement issued from the Beats by Dre HQ, Jenner connected with the universal principle behind the collection, “No matter what you’re going through, when you put on a song that you love, and that you just connect with, it can change your whole mood and just lift you up. Even if it’s just for a few minutes.” Listen to the Vogue Arabia playlist here.