For the legions of girls who are keen to channel the Kardashians and join the #BalmainArmy, the opportunity is just around the corner. The Balmain x H&M collection is launching on November 5, but first there will be an epic party and shopping event taking place in New York City tomorrow, October 20. (Those who are unable to attend can watch it live via H&M’s Periscope.) To commemorate the occasion, we’ve got an exclusive behind-the-scenes preview of the new campaign, directed by Johan Sandberg & Henrik Timonen, and starring Kendall Jenner and Balmain’s Olivier Rousteing. “It started from a place of friendship and love,” says the French luxury brand’s 30-year-old creative director about the video which he informs us was also inspired by international dance, haute couture, and Michael Jackson (naturally).
Yahoo Style: What was the concept for this collection?
Olivier Rousteing: I think the concept for H&M x Balmian is putting the couture in the stores. It’s a really rich and strong collection that is infused with the Balmain DNA. It’s richness and French, and it’s inspired by pop culture and the glamour that Balmain is known for…while keeping the quality of course!
What about the shoot?
The metro has a sci-fi feeling to bring forward this idea of techno couture. It’s really modern and young. When I see this collection, I think you can party, you can go to a gala, you’re going out and taking a sci-fi metro. It’s like a dream. Everything comes from a dream and a ride. Pop culture and Michael Jackson was also on my mind. Like the idea of the metro in the Michael Jackson ‘Bad’ video…
Your SS16 show featured Michael Jackson as a soundtrack and we couldn’t help but think that this video reminded us a bit of the ‘Scream’ video as well…
Yes, definitely. It’s the feeling of ‘Scream.’ I love all the minimal and maximal and the richness of their clothes in the video. The strength of everything. This metro-silverish modern techno vibe. It’s also about having all of the girls and boys together. The Balmain x H&M army. They are the squad and the new generation of top models.
Who were the dancers in this video?
The dancers are friends, Americans, a great mix of different people from all over the world. The Voguers, breakdancers. All from different worlds of dance. Diversity is so important to Balmain and now the H&M x Balmain story is joining that club.
Did you learn any new moves during filming?
I love dancing. I love music. Music is a big part of my life. My vision is mixing music with fashion. The show has all of the music that I love. I learned twerking and vogueing, it was such fun.
Why was it important for you to have Kendall front the campaign?
Kendall had a lot of fun. It was a new experience for her. We had the best time. It was new for both of us. But more importantly, the campaign has to reflect the Balmain Army and for me, she is the most important. She is an icon. I’m inspired by her. For me she is the new Naomi, Claudia, Cindy. You know the type of models where people want to be her. Finally we go back to top models and are making dream girls. She also has an amazing soul and is so supportive. It is important for me to have my friends around me to support every project that I do. She’s just amazing and inspires an entire generation. I love that she’s global, and loves music, dancing, she’s the Balmain girl.
What can we expect at the Balmain x H&M launch on Tuesday?
What you think it is going to be is really far from what you’re going to see. When you mix music with fashion, it’s going to be more than a fashion show. You’re never going to forget these three words: H&M. Balmain. Nation.