Posted by: Sonali Velinker Kamat on March 17, 2015
The season of big brand campaign releases has kicked off with insiders suggesting there’s a “battle underway for who can score the biggest celebrity to front his label.” After Julia Roberts for Givenchy and Nicki Minaj for Roberto Cavalli, comes an unexpected and edgy campaign from Balmain.
Back in the day, Ava Gardner and Brigitte Bardot wore Pierre Balmain’s haute couture creations, but the modern Balmain boasts an entirely different sort of celebrity association. From old Hollywood to nouveau royalty, the brand features Kanye West and wife Kim Kardashian in their Spring/Summer 2015 menswear ad campaign, which aims to “capture a moment of love.”
It’s more über-sexy than warm and loving, but Balmain creative director Olivier Rousteing feels Kimye “represent love, beauty and diversity,” in fact, according to Rousteing, Kim and Kanye are “the new modernity.”
“This is more than a campaign, it expresses something beyond clothes—it is a celebration of love and friendship. This is a new statement for Balmain,” Rousteing gushes about the Mario Sorrenti-shot campaign. Whether we agree or not, Kimye certainly capture and create desire. Besides, for a moment, consider only the business of branding. Kanye is known around the world as a fashion aficionado and entrepreneur, having already collaborated with giants as diverse as Nike and Louis Vuitton. Deep subliminal messages aside, this Balmain campaign undoubtedly communicates one thing: the French fashion brand knows a thing or two about what men want. After all, they’ve just delivered a male style icon, a super car and a sex symbol all in one frame!