Balmain App: Democratising fashion

Following the unveiling of a new logo and monogram, the final phase of Olivier Rousteing's company-wide vision for Balmain is being rolled out. This time, it's with the Balmain App – a technological drive to make fashion more inclusive, while simultaneously increasing communication with buyers and fans through a series of augmented reality content and live-streaming opportunities.

Rousteing said of the launch, 'For too many years, the legendary ateliers, boutiques and runways of Paris have only been open to a very lucky select few. 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.'



The men's show was live-streamed on the app on the 18 January, as will the house's upcoming return to haute couture (after a sixteen year hiatus) on the 23 January. On top of this, Parisians are able to scan posters that have been put up over the capital to reveal augmented reality content, and there's an impressive immersive tour of Balmain's Saint Honoré flagship, due to open in February.


The app is available for download on iTunes now.