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Kim and Kanye are the new faces of Balmain

The Mario Sorrenti-shot image will spearhead the SS15 menswear campaign.

Kim Kardashian may have "broken the internet" once already this year, but her and Kanye West show no signs of letting up as 2014 draws to a close. Kardashian posted a picture of the couple locked into a just-about-to-kiss embrace on her Instagram account that confirmed they were to be the face of Balmain's SS15 menswear campaign. Balmain's creative director Olivier Rousteing posted the same picture just minutes later.

Kanye is notoriously keen to be recognised and taken seriously by the fashion industry – we'd say that this isn't a bad move.

In a statement about the campaign, Rousteing said: "For this Menswear campaign, I wanted to capture a moment of love. Kim and Kanye are style icons and friends. It is an honour to have them in this Balmain campaign. Together, they represent love, beauty and diversity — they are the new modernity. This is more than a campaign, it expresses something beyond clothes — it is a celebration of love and friendship. This is a new statement for Balmain".

Rousteing has already created "Balmain's Army", an ad campaign that debuted earlier this month featuring models such as Adriana Lima and Rosie Huntington-Whiteley playing video games and eating fast food.

Rousteing described them all as "strong women" who helped him to explore the pop aspect of our generation. Hardly a surprise he picked Kim Kardashian as the queen of the Balmain army.