New store opening: Luxury fashion house Balmain coming to London

Followers of the #balmainarmy will be delighted to hear that the luxury French fashion house is set to open their first flagship store in London. The store will open in Mayfair on South Audley street. An exact date is yet to be set, but we can expect high glamour and copious amounts of French elegance.
Olivier Rousteing, head designer of the brand, told Vogue today that "London is a very important city for Balmain, we have always had a very loyal clientele so it all came very naturally." He added that "opening Balmain's first European flagship was quite an obvious choice for the house and Mayfair was the most ideal location for Balmain. South Audley Street is definitely a new shopping destination in the city and Balmain is very happy to be one the first houses to settle there."
The brand has employed Joseph Dirand, the architect who oversaw the Paris flagship 2009 transformation, to give the London store a healthy dose of french chic.
Rousteing arrived at Balmain in 2011, aged only 25, and replaced Christophe Decarnin as creative director. Under Rousteing's direction the brand has gone from strength to strength, pushing the sexy couture feel of the brand whilst retaining the memory of Decarnin's rock 'n' roll transformation.