• Text Lakeisha Goedluck
  • 5th March 2018

Infinity and beyond

Olivier Rousteing, Balmain’s creative director, took to his personal Instagram to upload post-show images of the brand’s FW18 collection: ‘F U T U R E’, ‘The future is now’ and ‘The new generation’ read the captions, which heralded a fresh turn in the label’s evolution.

As a fashion house, Balmain has always had a clearly defined aesthetic: Figure-hugging silhouettes, powerful shoulders and trompe l’oeil prints have served as hallmark design features of a brand that endeavours to empower women.

In his show notes, Rousteing explained that for the past seven years he has built upon the brand’s traditional tropes, but now his intent is to inject his work with progressiveness. “Just like Pierre Balmain, I use this collection to challenge myself to look forward, playing with new ideas, techniques and colours,” he wrote, as he transported his brand into the year 2050.

And the proof was in the PVC, as models stepped out in materials oft unused by the brand. Deviating away from the black-and-jewel-toned palette that’s to be expected from a Balmain collection, iridescent sequin pieces and see-through silver looks made from organza signalled that the label’s future is flamboyant. In conjunction with the launch of the line, Rousteing also unveiled the brand’s first ‘digital accessory’ – a unique Balmain snapchat filter. It seems that when it comes to the trajectory of womenswear, he’s willing to play a pivotal role in determining its course.