BALMAIN X H&M

On Tuesday 20th October in New York City H&M and Balmain's creative director Olivier Rousteing hosted both a runway show and an after party to FINALLY debut their one-off collaboration.

This collection contains around 100 garments for both women and men and is set to go on sale in selected H&M stores as well as online on the 5th November.

I've been following Balmain and Olivier Rousteing on various social media sites for a number of years, and as a result have grown very fond of the haute couture fashion house.

Obviously, the average H&M customer is most certainly not the same as the average Balmain customer due to the significant difference in prices paid for their products. I feel that this fact in itself is what makes the collaboration such a bold move, as it shows Rousteing trying to broaden the Balmain consumer base.

Of course, H&M has had many collaborations in the past, one of which I recently discussed which I will include the link for down below, but I really feel that this one in particular is going to be HUGELY SUCCESSFUL.

Why? Rousteing puts so much effort into connecting with the Balmain fan and customer base through social media, recently saying "I love Instagram because my followers can be part of the Balmain life. Now, with this H&M collaboration, they will get the chance to finally wear the pieces themselves". On the 26th September this year he completed a question and answer session on Twitter, where he also discussed his love for social media. Furthermore, the newly reinvented tool 'Snapchat' had a key role in promoting the events that occurred on Tuesday night, giving fans and followers a glimpse of the outfits, models, music and overall excitement involved.