Oliver Rousteing reveals that the Balmain Fall 2016 campaign has taken a new form: Balmain has partnered with Kanye West to produce a music video for West’s The Life of Pablo track “Wolves,” which doubles as the brand’s ad campaign. Directed by Steven Klein and art directed by Pascal Dangin of KiDS Creative, the video was shot in New York City and stars West, his wife, Kim Kardashian West, and an All-Star lineup of Rousteing’s favorite models: Joan Smalls, Jourdan Dunn, Alessandra Ambrosio, Jon Kortajarena, Ysaunny Brito, Josephine Skriver, Chico Lachowski, Jordan Barrett, Ronald Epps, Sasha Luss, Riley Montana, and Dilone; all dedicated members of Rousteing’s famous #BALMAINARMY.
“This is definitely one of the most incredible campaigns I’ve ever done. When I saw Kanye singing, Kim moving, the models walking and crying, the tears on Kanye, the tears on Kim—I was just like, ‘Wow,’ ” Thus spoke Balmain’s creative director, Olivier Rousteing, who has raised the bar on his seasonal campaigns since taking the reins of the French house in 2011.
The video is an artful marriage between the glossy world of Balmain and the grungy aesthetic West favors. The rapper wears his outfit from the Met Gala, a custom beaded jacket made in collaboration with Rousteing, white tee, and Fear of God jeans. (Quite possibly a first, that another brand was featured prominently in a luxury brand’s ad campaign.) See the full “Wolves” video and more from the Balmain Fall 2016 campaign after the break.
Campaign: Balmain Fall/Winter 2016-17
Model(s): Joan Smalls, Jourdan Dunn, Alessandra Ambrosio, Jon Kortajarena, Ysaunny Brito, Josephine Skriver, Chico Lachowski, Jordan Barrett, Ronald Epps, Sasha Luss, Riley Montana, and Dilone
Photographer(s): Steven Klein
Art Direction: Pascal Dangin