It’s a supermodel affair for the sensational L’OREAL PARIS X BALMAIN Capsule Collection fronted by Creative Director OLIVIER ROUSTEING and his army of supermodels in tow. Lara Stone, Cindy Bruna, Doutzen Kroes, Soo Joo Park, Ysaunny Brito, Ming Xi, Neelam Gill, Valentina Sampaio, Luma Grothe, Maria Borges and Alexina Graham and Grace Bol each get their on lipstick while starring in the new campaign. The girls are truly the faces of each of these shades.
Winding back, house of Balmain broke the ready-to-wear phenomenon after teaming up withH&M for a BALMAINxH&MCollection, the upcoming collaboration is certainly a foot into the beauty business for the Parisian brand. The H&M collaboration opened up the creativity of designer Olivier Rousteing to the the middle-class shopper who before the collaboration could only dream of owning a piece of Balmain. With beauty industry marking year after year sensational growth on the markets, in fact it is the only industry continuously expanding un-affected by any financial or global crisis. This project opens up a new chapter for the maison, increasing its visibility in the beauty and makeup industry.
Balmain does have a taste of the beauty industry especially with it’s Balmain Hair Couture line, as well as the fragrance industry. Still, while talked about neither in hair or fragrance the game changing effect is lacking. Makeup might change this and while Rousteing is bffs with Kylie Jenner who recently reported by WWD banked over 420 million dollars in retail for her makeup line, the beauty business bug of the reality TV star might have rubbed of on the designer as well as the fashion house he sits in. Yet, the self-made beauty maven like Kylie Jenner, can only dream of a collaboration with a beauty empire such as L’Oreal, partnering with such a shark in the industry is a game changer for Rousteing as well as Balmain. While there are no announcements of producing and independent makeup line, all of these moves are simply pointing in that direction.