Get set for #HMBALMAINATION

Next up on H&M’s collaboration agenda is Parisian fashion house, Balmain. Creative director, Oliver Rousteing broke the news on the red carpet of The Billboard Music Awards with Jordan Dunn and Kendall Jenner in tow, sporting the very first unveiled pieces from the highly anticipated collection. H&M are now into their 11^th year of designer collaborations, following up the likes of Alexander Wang, Versace and Stella McCartney.

Rousteing, a creative director at the tender age of just 29 said: “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, get a piece of the dream and create a global #HMBALMAINATION: a movement of togetherness, fueled 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 am all for it.”

Expect heavily embellished, military influenced pieces with elements of satin and sheer. Many Balmain fans are eager to discover how the incredible detail renowned of Balmain garments will translate to high street pieces with the collection set to feature menswear, womenswear and accessories.

“We are excited to have Balmain as our guest designer at H&M and create a truly involving experience for everybody. 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 Ann-Sofie Johansson, creative advisor at H&M.

Rousteing is encouraging fans to spread the word throughout the Twittersphere using #HMBALMAINATION. The collection is due for release on November 5^th in 250 stores worldwide and online with more to be revealed nearer the time.

Emily Harris