Is it just us, or are H&M’s collaborations getting better and better? Team EW road tested the High Street hero’s latest killer coup — the power shouldered, snake-hipped, sequin sprayed stylings of Balmain
Online Editor Alexandria Gouveia, Style Director Jade Sprowson, Fashion Features Editor Olivia Phillips, and Stylist Carmel Gill model the Balmain x H&M creations, which will be available in all H&M stores and online from November 5.
Olivier Rousteing’s Balmain x H&M collection has to be the Swedish brand’s most highly-anticipated collaboration to date. It has been described as “bold and powerful” and its New York #HMBalmaination showcase on October 20 had celebrity front row guests including Alexa Chung, Diane Kruger and Rosie Huntington-Whiteley – a pretty sophisticated gathering for a high street brand.
Check out Online Editor Alexandria as she joins the #HMBalmaination
The preview became with an exciting campaign video starring Olivier’s girl-of-the-moment Kendall Jenner, who danced her way through the short film wearing the HM x Balmain collection. Then came the runway show, and boy did it deserve a standing ovation.
Check out Style Director Jade as she joins the #HMBalmaination
Gigi and Bella Hadid, Jourdan Dunn, Alessandro Ambrosio, Karlie Kloss and Joan Smalls then strutted down the catwalk revealing the spectacular collection, which all bears the signature aesthetics of Balmain – think detailed studs, tailored blazers and statement belts.
Check out Fashion Features Editor Olivia as she joins the #HMBalmaination
While the collection already had the crowd in awe, it was an exclusive live performance the Backstreet Boys that successful hyped up the 90s vibe. The #HMBalmaination spirit was truly alive.
Check out Stylist Carmel as she joins the #HMBalmaination
“Tonight is a dream come true for me,” said Olivier, Balmain’s creative director, after the show. The energy and vibe is unbelievable, and to thane the Backstreet Boys perform for Balmain x H&M is incredible.”
“The launch was a true reflection of the Balmain x H&M collection, full of energy, positivity and glamour,” said Ann-Sofie Johansson, creative advisor at H&M. “It was a once-in-a-lifetime experience.” That’s probably the best way we could describe the collection, too. Scroll through our gallery to see how team EW styled the range.
Images: Farooq Salik, Kristina Nabieva