THE BALMAIN ARMY
The House Ethos
Balmain has a long history of trailblazing and today’s Balmain continues to pioneer. It is always building upon a long history of boldly championing changes—many of which are long overdue.
“Almost a decade ago, it was the phrase “The Balmain Army” that stuck while brainstorming for a way to best describe our distinct, diverse, rebellious and empowered force of followers. Of course, there’s nothing aggressive or warlike about our Balmain Army. Instead, we wanted to stress that Balmain’s design and spirit seem to hold an appeal to a band of troublemakers—and I mean troublemakers in the best sense of the term—those strong individuals who can see when it is well past time to create some trouble.”
- Olivier Rousteing and his friend Kim Kardashian celebrating his award at Parsons (May 2023)
Olivier Rousteing and his forever muse Beyoncé
Renaissance Couture Collection (March 2023)
CELEBRATING A DECADE
Many of Olivier Rousteing’s closest friends and muses—all members of the Balmain Army—played part in the retrospective runway marking the designer’s ten years at Balmain.
- Olivier Rousteing and Naomi Campbell, 2021
Celebrating his 10 years as Balmain creative director
Personalities are important. You talk to women who have power...they’re not just models, they're defending my clothes and my ideas, and that’s why we started the Balmain Army.
While the year 2020 seemed to be taking shape between influences from the past, a sometimes frozen present and an uncertain future, Balmain was holding its own, supported by her "army". The house's universe, shaped for ten years now by the incisive vision of Olivier Rousteing, also comes to life every day through those whom Balmain sublimates in the manner of real goddesses.
COMPOSED OF REBELS OF ALL AGES AND ALL BACKGROUNDS
The house’s “Balmain Army” is a one-of-a-kind grouping that is very much a reflection of the unique vision of Olivier Rousteing. Open to all, the Balmain Army is filled with members who are forward-thinking, diverse and excited about pushing the frontiers of society and fashion. While they value true craftsmanship, heritage and style, they are excited by new possibilities that Balmain’s rule-breaking makes possible.
Olivier Rousteing and Cara Delevingne
Balmain Monogram Campaign (2019)
MET GALA 2018
Jennifer Lopez, Natalia Vodianova, Natasha Polly, Julia Stegner and Juliette Binoche wearing Balmain at Met Gala (2018)
When Olivier Rousteing is set to head up the red carpet, it is important for him to share those moments with colleagues and friends who have worked with him on campaigns, runways and inspirations. Those friends and muses are key members of today’s Balmain Army.
MET BALL 2016
Kim Kardashian & Kanye West, Kylie Jenner, Cindy Crawford and others wearing Balmain for the Met Ball (2016)
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LEGENDARY MUSES
Milla Jovovich (2018), Cindy Crawford, Naomi Campbell, Claudia Schiffer (2016), Rihanna (2014) were all Balmain campaign muses and have inspired Olivier Rousteing as strong and powerful women.
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PARTNERSHIPS
THE HOUSE ETHOS
