It is no secret that the Billboard Music Awards have played host to a variety of fashion announcements over the years. With a stage prepped for the braver and more risk-taking attitudes to attire, the red carpet is the perfect platform for models, designers, celebrities and musicians to celebrate the relaxed, playful mood of the ceremony.
At this years award ceremony, Creative Director of Balmain, Olivier Rousteing, used the red carpet to launch his latest collaboration with H&M.
The red carpet served as the catwalk, premiering the first glimpse of the much anticipated collection.
Jourdan Dunn and Kendall Jenner stood beside the designer dressed in pieces from the upcoming range.
In a move towards an inclusionary vision for the fashion house, Rousteing stated that the collection was the designers way of connecting with his generation.
“I want to talk to my generation; this is my main aim as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain . To get a piece of the dream and create a global #HMBalmaination – a movement of togetherness, fuelled on a hashtag. The collaboration felt extremely natural to me, H&M is a brand that everybody connects to, it calls for unity and i’m all for it!” says Rousteing.
Ann-Sofie Johansson, Creative Director at H&M stated that the collaboration would add a unique character to the established H&M brand.
“With its mix of couture spirit and streetwear attitude, Balmain owns a unique style, at once opulent and direct, sensual and energetic. It is also closely linked to the show business and music worlds, which adds another element of surprise”, says Johansson.
The collection will be available for purchase from November 5 in 250 stores worldwide and online and will also feature a line for men.