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Lily Donaldson (IMG) wears Balmain SS15, Dazed Digital
Lily Donaldson (IMG) wears Balmain SS15Photography Jamie Morgan, styling Robbie Spencer

Meet Olivier Rousteing’s Brit girl Balmain army

Jourdan Dunn, Lily Donaldson, Lottie Moss and more hit the fashion front lines in celebration of the house’s London flagship – see the exclusive film

Taken from the Spring/Sumer 2015 issue of Dazed:

With a creative director who drops his drawers in between shifts at the atelier to pose nude for French gay mag Têtu, it’s no surprise that Balmain is always finding new ways to send shockwaves through the fashion world. At just 29, Olivier Rousteing has ignited the French house with his provocative designs and love of high-voltage sex appeal. In the last year alone, he’s put burger-scoffing supermodels into a campaign, rallied against censorship, and broken down barriers between the elite Parisian label and teenage fashion fans scrolling Instagram in their bedrooms

On the front line is the Balmain army, a troop of models and collaborators that epitomise his take on fearless femininity. What started as the concept behind his AW14 campaign – which featured a practically unheard of five non-white models – has since gone on to become a fully fledged phenomenon, with conscripts including Rousteing’s BFF Rihanna (“she’s my muse, she’s my icon”), Naomi Campbell and Kim Kardashian West – the real star of Balmain’s SS15 menswear campaign (sorry Kanye).

To mark the official arrival of Balmania in London (thanks to the opening of the house’s first UK flagship), the army is getting its own British division, featuring Jourdan Dunn, Lily Donaldson, Sam Rollinson, Lottie Moss, Olympia Campbell and Matilda Lowther – proving that Brit girls do it best. But what makes them such a perfect match for Balmain? “We’re independent and strong-minded. We don’t take shit, basically!” says Camden girl Donaldson. “Everyone wants to be part of the Balmain army,” adds Dunn. “We’re taking over!”

Check out the video below for exclusive interviews with the girls:

All clothes by Balmain SS15; furniture by Eileen Gray at Aram Store. Photography Jamie Morgan; styling Robbie Spencer; hair Cyndia Harvey at Streeters; make-up Thomas De Kluyver at D+V Management using Chanel S2015 and Body Excellence; nails Mike Pocock at Streeters using Chanel; models Matilda Lowther at Select, Lottie Moss at Storm, Sam Rollinson at Select, Olympia Campbell at Viva, Lily Donaldson at IMG, Jourdan Dunn at Storm; set design Sophie Durham at D+V Management; photographic assistants Ben Duah, Rory Cole, Andrew Campbell; styling assistant Lizy Curtis; hair assistant Jennifer Buckley; make-up assistant Verity Cumming; casting Noah Shelley

Balmain’s London flagship is at 69 South Audley Street.

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