Why have one when you can have two? Well that seems to be the logic behind Balmain‘s latest campaign in which creative director Olivier Rousteing pairs famous siblings together. The genius designer decided to go all greedy and not opt for one single famous star but also rope in their equally as famous, and gorgeous, sibling for the Balmain autumn/winter 2015 campaign, and quite frankly, if you can get away with it, why not? The result is a series of powerful images shot by Mario Sorrenti.
While Kylie Jenner has worked with her sister Kendall Jenner in high street campaigns for the likes of PacSun and Topshop, Balmain is her first foray into high-fashion… and we’re are sure after these impressive images it won’t be her last.
The other siblings used in the adverts may be lesser known duos but their status in the fashion industry is more illustrious. New supermodel Joan Smalls is joined by her sister Erika Smalls, while model siblings Gigi and Bella Hadid work well together as do Armando and Fernando Cabral. The genes are extremely strong in these families.
The French label is renowned for not following the conventional rules when it comes to advertising campaigns. Rather than focus on the usual single model to tell the story of the new collection, the brand prefers to use models and celebrities (often both), appealing to the more modern attitude in the industry which now also focuses heavily on – and benefits from – social media.
Last season the brand famously cast Kanye West and wife Kim Kardashian in its advertising campaign. Whether you remember the clothes from the ads or the raunchy poses, one thing is for sure it sticks in your mind. In which case, it’s a success. The brains at Balmain certainly seem to know what they are doing.