For its second exclusive capsule collection with Mytheresa, Balmain remains true to both the house’s impressive couture heritage and Creative Director Olivier Rousteing’s distinctly modern outlook, with a 25-piece exclusive offering that riffs on the house’s signature bold silhouettes, favorite prints and iconic pieces.
Many of the 20 womenswear styles play with a perfect-for-summer yellow version of the house’s familiar oversized houndstooth pattern—with the distinctive design decorating swimsuits as well as a wrap skirt, dress, long cardigan and cropped top and jacket. Complimentary gold and yellow tones are found in many of the collection’s other offerings. The skilled tailoring of the house’s atelier is evident, with Balmain’s confidence-boosting fit helping to make dresses and jumpsuits stand out.
The 5 menswear styles also look to familiar codes of the house, including the signature tailored double-breasted jacket that Rousteing has incorporated as part of his daily fashion uniform. The Balmain logo and distinctive monogram decorate men’s long-sleeved tees, shirts, baseball jackets and espadrilles.
“It’s easy to recognize that this is a Balmain offering,‘’ Olivier Rousteing explains: “You can quickly spot many of the familiar codes of the house, with each given a light and sensual twist for the warmer summer days and nights that lie ahead. There's my favorite pied-de-poule (houndstooth) pattern, our signature buttons and an eye-catching reliance on golden tones—but I’d say that what truly makes this a Balmain capsule is the attitude that runs through the entire selection. While my team and I worked on this exclusive capsule for Mytheresa, I thought about the Balmain Army—and I made sure that this collection would offer them the type of choices that they would want to be packing into their weekend bags.‘’
The ‘Balmain x Mytheresa’ capsule will be available globally on Mytheresa from June 24th within a dedicated editorial campaign directed by Mytheresa Global Creative Director Julian Paul and shot by Jana Gerberding in Berlin featuring models Jessie Bloemendaal, Michelle van Bijnen, and Malcolm Kelechi.
Today’s Balmain melds the storied heritage of a historic Parisian couture house with the bold, mod- ern and inclusive vision of Olivier Rousteing, the house’s 33-year-old Creative Director who is de- termined to design clothes that reflect the way his generation wants to dress today. The result is a truly unique and recognizable silhouette, style and attitude that build upon the singular craftsman- ship that the house’s ateliers are celebrated for, as well as the legacy of founder Pierre Balmain, a designer recognized for never being afraid to break with the well-established conventions of his era. Balmain’s surprising—and often unorthodox—marketing, communication and strategic choices manifest the desire of both the house and its Creative Director to democratize and modernize to- day’s fashion world, while making very clear that Balmain will never shy away from pushing each and every envelope.
Mytheresa (www.mytheresa.com) is one of the leading global luxury e-commerce fashion retailers. Originating from the Theresa store in Munich, Germany, Mytheresa launched in 2006 and offers ready-to-wear, shoes, bags and accessories for women, men and kids. The offer focuses on luxury de- signer brands such as Balmain, Bottega Veneta, Burberry, Dries van Noten, Dolce & Gabbana, Fendi, Gucci, Loewe, Loro Piana, Moncler, Prada, Saint Laurent, Stella McCartney, Valentino and many more. Mytheresa’s unique digital experience is a combination of the highly curated product offering, access to exclusive collections, in-house produced content, memorable service and personal shopping ex- perience. In FY 2019 Mytheresa reported net sales of 377 Mio € and shipped in over 140 countries.