By Deborah Ferguson
Balmain's creative director made his formal announcement of his collaboration with H&M last night at the Billboard awards. He will join the list of some of the most coveted RTW designers: Alexander Wang, Isabel Marant, Stella McCartney,and Versace.
He chose to announce with two of his favorite models: Jordan Dunn and Kendall Jenner. Kylie Jenner joined her sister wearing Balmain on stage to announce an award. Is the Jenner surname about to become a larger moniker than Kardashian?
"I want to talk to my generation − this is my main aim as a designer," Rousteing said this morning. "H&M allows me the unique possibility of bringing everyone into the world of Balmain, getting a piece of the dream and creating a global #HMBalmaination: a movement of togetherness, fuelled on a hashtag. The collaboration felt extremely natural to me as H&M is a brand that everybody connects to. It calls for unity, and I am all for it."