Models: they're just like us! Eating burgers in a dive bar, vegging out in front of the TV. Except in Olivier Rousteing's world, the Balmain army does the mundane in strap-heavy PVC and Mondrian-inspired leatherwear.
Balmain's new SS15 campaign sees Adriana Lima, Joan Smalls, Rosie Huntington-Whiteley, Isabeli Fontana and Crista Cober embracing the fetish factor of the everyday. Mario Sorrenti back on photography duties after his AW14 campaign for the French house.
“Balmain is all about diversity," Rousteing said in a release. "The incredible power that all those strong women bring in front of the camera, put into real life situations, helped me explore and create a new reality that represents the pop aspect of my generation. The Balmain reality, my reality.
He added: "This is the new Balmain army and the game is on!"
The full campaign will be revealed in February. Expect to see Rousteing's personal touch on the images: in an interview with Dazed, the designer (who clocks in at number 2 of the Dazed 100) said that his SS15 collection marked the first time he was true to himself. "When I got the job, I tried to please everybody," he explained. “This last show was me trying to please myself.”
Read our interview with Olivier Rousteing here and our Balmain SS15 show report here.