H&M collaborates with Balmain for new autumn collection

H&M collaborates with Balmain for new autumn collection

SINGAPORE - Swedish fashion brand H&M will be collaborating with French luxury brand Balmain for its autumn season collection.

Creative director of Balmain, Olivier Rousteing, along with American fashion model Kendall Jenner and British model Jourdan Dunn, walked the red carpet at The Billboard Music Awards on Sunday night (May 17), revealing the first pieces of the collection.

Rousteing said: "I want to talk to my generation: This is my main aim as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain, getting a piece of the dream and creating a global #HMBalmaination: A movement of togetherness, fuelled on a hashtag.

"The collaboration felt extremely natural to me. H&M is a brand that everybody connects to. It calls for unity, and I am all for it," he added.

Through social media, H&M and Balmain, which was founded in 1945, invited their fans to join a movement of togetherness with the hashtag #HMBalmaination.

Ann-Sofie Johansson, Creative Advisor at H&M, gives a hint of what shoppers can expect from the collection.

She said: "We are excited to have Balmain as our guest designer at H&M. With its mix of couture spirit and streetwear attitude, Balmain owns a unique style (that is) opulent and direct, sensual and energetic. It is also closely linked to the show business and music worlds, which adds another element of surprise."

The new autumn collection will be available from Nov 5 in 250 stores worldwide and online. The collection will feature clothing and accessories for both women and men.

stephluo@sph.com.sg

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