Balmain's Iconic Spring/Summer 2016 Campaign
Olivier Rousteings 2016 campaign features 90s Iconic Fashion Models such as Naomi Campbell, Cindy Crawford and Claudia Schiffer posing in body conscious garments from the Spring collection. Rousting stated, “It’s a new chapter for Balmain, sometimes people are confused and think it’s all about social media and Instagram. Balmain has a deep soul, and it’s not only about followers. It’s about dreams and love, and I think with this campaign I’m going to show that and go back to its roots. This campaign is about what makes me love fashion, and these three women are exactly those. These three women are what made me love fashion yesterday, make me love fashion today, and are going to make me love fashion in the future.”
Balmain is using this campaign as a print ad, though he has posted some of the photos on his Instagram. He is trying to show people that social media is not the only way and that it is not just about followers but also about what is within the brand. He is using this campaign to show that Balmain does not need social media to be an influential and iconic brand. He uses the iconic models of the 90s to make this happen, bringing the super model era back. This will also bring in a new market because the women who loved Cindy Crawford, this will catch their attention.
Balmain uses only black and white for the campaign, this brings a new demographic and helps to eliminate colorful distractions so is view of iconic women cane come through. There was dramatic direct lighting with styles features ruffles and fishnet style mesh. He uses the three supermodels as symbols for this campaign and the styling, which he created. Olivier says, “You realize working with them, it’s another way than working with the models of today. They know so much about themselves. Their career is so strong. They know their bodies so well. They move at the same time that the camera is moving. Steven also knows them so well, so it was such a good synergy.”
The inspiration for this campaign began years ago, when Olivier was young. According to Vogue, “For the designer, the campaign was a long time coming. Reflecting on his youth in France, he remembered pinning Peter Lindbergh photos and candid backstage snaps of the trio onto his mood boards. “I felt like I was dreaming as I was watching the photo shoot, because I knew it was going to be something iconic that I would never forget.””
The people behind the shoot involve Olivier Rousteing, Models: Cindy Crawford, Naomi Campbell and Claudia Schiffer. Creative Director: Pascal Dangin at KiDS Creative, Photographer: Steven Klein, Hair: Shay Ashual, Makeup: Yadim, Set Design: David White.
Overall, I do believe that the campaign will be successful; it already is with celebrities such as Kylie Jenner wearing some of the looks. The campaign is iconic, trendy, new and inspirational. I think Balmain will gain new demographics for target market and I think this puts Balmain at a whole nother level. I am excited for them.