H&M Loves Balmain’s Olivier Rousteing Because of His Social Media Presence

Why does H&M do it? Well, firstly to provide fashionista’s the world over with cheap and chic articles of clothing. But collaborations specifically? “I think the whole thing for H&M as a fashion retailer is to always excite and inspire the customers,” Daniel Kulle, president of H&M North America, told Bloomberg on Thursday morning as the Swedish company’s collaboration with Balmain launched. Eager shoppers were lined up around city blocks before stores opened. “We have done it again for the 11th year with a big designer collaboration kicking off the holiday season.”

Balmain, as he explained, is really hot right now and the creative director, Olivier Rousteing, is a “very, very talented young guy” but, more importantly, is very active on social media. “Which means he’s posting and is very active with our customers everyday and that will boost the whole thing,” he said. “Customers out there, they want to be interactive.”