Balmain App: Democratising fashion
Olivier Rousteing launches a Balmain App in the latest step in his company-wide drive to democratise fashion
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.