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From all amazing French Fashion houses, Balmain is one of the most beautiful jewels. Well, up to now. They revealed a new campaign called Army of Lovers. It features Kim Kardashian and Kanye West. Frankly Balmain: red card!

Balmain is a temple of elegance

The story of Balmain is written with golden words. After the war, 2 French luxury houses shaped the 50’s. It was Christian Dior with the “New Look” and Balmain with its’s “Jolie Madame“. Balmain was the luxury house for iconic stars, from Marlene Dietrich to Katherine Hepburn. After Pierre Balmain’s death in 1982, the heritage of the Brand was kept preciously decade after decade.

Olivier Rousteing, the captain on board since 2011

Olivier Rousteing joined Balmain in 2009. After an interesting parcours from ESMOD via Roberto Cavalli, Olivier learned the true meaning of elegance during the time he was leading the Women’s wear design studio. In 2011 he was appointed Artistic Director of Balmain for all collections. Rousteing’s style is fresh, modern and yet respectful of the timeless Balmain cut.

Army of Lovers ad campaign with Kim Kardashian and Kanye West. Rubbish.

This year Balmain revealed a new ad campaign featuring Kim Kardashian and Kanye West. The campaign is called Army of Lovers and according to Olivier Rousteing this is the representation of the modern couple.

Army of Lovers Balmain
According to the Artistic Director of the Brand this new campaign is capturing a moment of love, it is capturing the image of modern couple. Well, probably something went wrong at the briefing session. Not really sure that this is really the personification of a modern couple. If we remember well, Kanye West wrote a song about his wife called “My Bitch” and Kim Kardashian… Well, the only talent she has is her family money and eventually to dare showing off her private life to tv cameras. So not sure anyone should see them as the epitome of modern couple.

Kanye West kim balmain

Balmain Army of lovers campaign ad

Balmain kim kardashian Kanye West
Shooting the new campaign by Mario Sorrenti was probably a good idea and despite of the models choice, the atmosphere of the campaign was pretty well done. Olivier Rousteing brought a certain modern sophistication to the timeless elegance of Balmain. This blend placed the French luxury house among the current top brands. This new campaign makes everything cheap and vulgar. Kim Kardashian and Kanye West can do whatever they want with their lives. Frankly nobody cares anymore. But by throwing the Balmain name into the dirt, Olivier Rousteing leveled down Balmain. Even H&M is doing a better job. Red card.



Info sourced at Balmain’s official communication and Instagram account. All content is copyrighted with no reproduction rights available.