Balmain launches new app
Balmain’s creative director Olivier Rousteing is on a mission to
democratize fashion. Although that’s not an easy feat when you’re the man
behind an exclusive luxury brand, he’s riding the digital wave to make it
happen. Balmain will be launching an app that will allow consumers to go
behind the scenes of the storied fashion house with augmented reality
content and live streams of their runway show. The app is officially
available on iTunes today.
“For too many years, the legendary ateliers, boutiques and runways of Paris
have only been open to a very lucky select few,” Rousteing said in a
statement to WWD. “We’d like to try to begin to change that, by inviting as
many members of our Balmain Army as possible into our Balmain universe.”
Balmain’s men’s show, taking place this today, will be uploaded online
Saturday as the first runway show available for viewing on the app. The
brand’s couture show, the first in 16 years since Oscar de la Renta
designed the couture line, taking place on January 23, will also be
available on the app.
“We always said that Balmain will define a new communication strategy based
on entertainment, based on inclusivity, based on authenticity, but also
supported by a strong technological element,” Balmain chief executive
officer Massimo Piombini told WWD.
“The app is the final element of the strategy we are rolling out to launch
the new monogram, the new logo, and to support overall the new
communication strategy of Balmain,” he continued. “This is a way to connect
with the next generation, with new customers, with a segment of customers
that are close to the brand that are expecting from us these kinds of new
Rousteing is also very up to date with influencer strategies as well, being
a known friend of super influencer and entrepreneur Kim Kardashian West.
His ability to partner with the right celebrity names and build upon
digital strategy has done wonders for turning Balmain into a household
name. Balmain also expanded their digital presence last year by opening a
digital flagship with Yoox-Net-a-Porter.