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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