Balmain’s provocative and groundbreaking new MV campaign video featuring Kanye West, Kim Kardashian, Vic Mensa, Sia and a host of #BalmainArmy supermodels is setting a new precedent for how major luxury houses approach their brand and their relationship with artists.
Last year, we saw the start of fashion and music campaign relationships, when Tom Ford employed Lady Gaga and her vocal talents for a fresh SS16 campaign. Lady Gaga covered Chic’s “I Want Your Love” and danced down the catwalk with supermodels in flashy, Soul Train fashion.
This year, Balmain has taken that working relationship to a whole new, elevated and stylised level. Mesmerised by Kanye West’s haunting, live performance of “Wolves” from The Life of Pablo album at Madison Square Garden earlier this year, Olivier Rousteing approached the artist with the idea to feature the song for Balmain’s AW16 campaign. The project was shot in two days, just a day after the Met Gala, with Kim and Kanye still rocking their Manus x Machina looks. The result is nothing short of spectacular and director Steven Klein superbly captured the essence of Kanye’s artistry.
Critics in the biz have long questioned the legendary French fashion house’s decision to endorse Kim and Kanye given their often times questionable public personas. Those critics, however, can pack their bags and go home because Mr. and Mrs. West slayed the campaign. Young Rousteing knows what Balmain needs – and took it there.