Balmaination Army

Balmaination Army

Take your marching orders in Olivier Rousteing’s new collection for H&M

When Olivier Rousteing took the helm of Balmain in 2011 at the tender age of 25, it signalled a new dawn for the French fashion house. His fresh aesthetic has made him the darling of the celeb world as his Instagram selfies with Ri-Ri, Gigi, Rosie, Kylie et al will testify.

Now after months of teasing us with red carpet sneak-previews, the Balmain X H&M collaboration has finally landed.

Rousteing has conjured up a collection of high-octane pieces without the hefty price tag. From sparkly jewel-toned playsuits to beautifully tailored blazers with a military slant. There’s a heavy focus on exaggerated shoulders which nods to Balmain’s trademark strong silhouette.

"I want to talk to my generation: this is my main aim as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain. The collaboration felt extremely natural to me: H&M is a brand that everybody connects to,” said Rousteing in an official H&M press release.

 The 109 piece collection caters for both men and women and is available in selected H&M stores in the UK as well as online.

  • Words: Rebecca Parker