Watch Balmain’s first menswear show unfold live

"I want to talk to my generation: this is my main aim as a designer,” said Olivier Rousteing, Dazed 100 star and creative director at Balmain. He may have been discussing the label’s hotly anticipated collaboration with H&M, but the sentiment is one that rings true across all of his endeavours. With an Instagram following of 1.1m, thanks to his penchant for constantly snapping selfies with models Jourdan Dunn and Kendall Jenner, the designer knows how to cater to his audience. Last season, he treated his boys to rhinestone encrusted smoking jackets accessorised with casual beanies. Tune in at 4pm BST to see what Rousteing has in store for his first menswear runway show for the house.