Projects

Balmain

Olivier Rousteing has also spawned an avatar to help Balmain unveil its next cruise collections for women and men.

On June 15, the French fashion house will open its first virtual showroom with Rousteing’s 3-D likeness playing host and guide. He is to recount the backstory of the collections, realized under lockdown due to the coronavirus pandemic, and unleash a “Balmain army” of virtual models to present key looks.

In an exclusive interview on Monday, Rousteing said he leveraged high-tech means to reveal the humanity behind the collection, interspersing CGI razzmatazz, Zoom meetings and WhatsApp groups with footage of seamstresses, tailors and embroiderers toiling at home, pausing occasionally to celebrate a colleague’s birthday.

This was a collaboration with Unmateriality and we are very grateful for this opportunity to work with Balmain & Unmateriality