Selfridges Meets:

Balmain’s Olivier Rousteing

With Balmain taking over our Corner Shop at Selfridges Oxford Street, London, we caught up with Creative Director Olivier Rousteing at his Paris showroom to talk about his exclusive trainer collection, his boxing regime and how he is shaking up the fashion industry… 

 

There was not so much diversity on the runway. And that’s why I built the Balmain Army; I realised that models are not only models, but they could be soldiers. Soldiers fighting for what they believe in.

 

 

I think with these sneakers we can make Balmain even more inclusive.

 

 

There was not so much diversity on the runway. And that’s why I built the Balmain Army; I realised that models are not only models, but they could be soldiers. Soldiers fighting for what they believe in.

 

 

I think the success of social media is that actually you talk directly to your customers. Yes, of course fashion before belongs to the salon and the elite. But elite gets old, customers get younger. So who do you prefer to listen to?

Balmain at the Corner Shop

From 24 June until 7 July, Balmain will premiere an exclusive men’s sneaker customisation space at the Corner Shop, Oxford Street, London. A host of artists will be on hand to transform each pair of sneakers into a one-of-a-kind statement with bespoke studding, embossing and spray painting. There’s an exclusive unisex edit of the label’s iconic logo T-shirts and sweatshirts, too.

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