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Apparel and accessories

Balmain’s army marches to the beat in spring campaign

January 11, 2017

Image from Balmain's spring/summer 2017 ad campaign Image from Balmain's spring/summer 2017 ad campaign


French fashion house Balmain is portraying the inseparability of music and fashion in this season’s advertising.

The label’s spring/summer 2017 campaign features models journeying along a road against an undefined landscape, guided by a path lined with surreal speakers. Creative director Olivier Rousteing has frequently communicated music’s influence on his work through campaigns, whether looking to recording artists as inspiration or models.

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Balmain’s campaign, shot by photographer Steven Klein, was captured on a deserted highway in California. While many campaigns cast a locale as a star in their ads, Balmain instead chose the setting for its ability to be perceived as any time, place or season.

A cast of models that includes Isabeli Fontana, Natasha Poly, Doutzen Kroes, Gabriel Aubry, Tony Ward and Jon Kortajarena are seen walking along a paved road surrounded by sand dunes. Adding a dream-like quality to the images, tall speakers are placed on the edges of their path.

Balmain ss17 2

Image from Balmain's spring/summer 2017 ad campaign

In addition to the soundtrack, models also pick up megaphones, using them to spread messages to their fellow Balmain Army recruits.

Balmain’s fall/winter 2016 campaign film went viral thanks to the celebrity of collaborator Kanye West.

Released as a music video for the recording artist’s song “Wolves,” the video stars a cast that includes Mr. West’s wife Kim Kardashian-West and a bevy of top models. Since its July 29 premiere on the rapper’s YouTube channel, the campaign has been viewed more than 16 million times, giving the house a platform to reach an audience that extends past its own social followers (see story).