Balmain’s runway show and after party on Wednesday night were all about beauty, marking the brand’s exciting new launch.
The event took place just ahead of the opening of Balmain’s first beauty boutique in Paris, where the brand will debut its fragrance collection and later expand into makeup and other products.
Led by artistic director Olivier Rousteing, the new beauty line is his brainchild. He has infused this concept into his collection with beauty-themed beaded dresses that feature lips, nails, and eyes, along with a sculpted bustier that used eye shadow and powder to create a shimmering effect. This technique mirrors the look he crafted for Tyla at the Met Gala earlier this year.
Rousteing emphasized that beauty is not just a business but also a vital aspect of a brand’s identity.
“Beauty is a really big side of a company where you express imagery,”
he explained. He noted that offerings at fashion shows and beauty campaigns often feel disconnected due to licensing deals but aims to create a cohesive vision in collaboration with Estée Lauder Cos. Inc. “Balmain is a beauty world, and it feels so obvious to have,” he added.
With this new category, Rousteing hopes to enhance Balmain’s bottom line and increase brand recognition. He aims for the Balmain name to become more international, something he has worked towards for the past 14 years.
The front row at the show was a vibrant mix of musical talent, featuring Brazilian singer Anitta and K-pop star Hong Joong from Ateez sitting side by side. They chatted about their cross-cultural musical influences, with Anitta expressing her admiration for Hong Joong.
“What a superstar. I’m so honored to be beside him,”
she said. The two discussed their recent encounters in South Korea and expressed mutual respect for each other’s music, even hinting at a potential collaboration: “Let’s do it,” they agreed.
Cardi B made a last-minute entrance in sky-high platforms and a striking green coat, taking a seat near French First Lady Brigitte Macron. After the show, Macron introduced herself and posed for photos with Cardi B. “It’s such an honor to meet you; I’m very grateful,” Cardi told Macron as they shared a hug.
Rousteing also highlighted his commitment to inclusivity on the runway. Since joining Balmain, he has aimed to make it more color-inclusive and is now focusing on age inclusivity as well. The show featured several older models, culminating in a stunning appearance by Paulina Porizkova in a sexy slip dress.
The accessibility of beauty products will allow consumers to engage with the brand at various price points, reinforcing Rousteing’s commitment to inclusivity. He compared launching beauty products to his initial ventures into social media, recalling criticism he faced for trying to democratize fashion: “People told me that would be cheap…and I got killed for it.” He firmly believes that beauty will become an integral part of fashion moving forward.
After the show, Porizkova and other models transformed the runway into a dance floor as they celebrated to Lenny Kravitz’s “Are You Gonna Go My Way.” Guests then headed to the after party at Café de l’Homme across the street, navigating through crowds of fans eager to see Hong Joong.
For Rousteing, known for his DJ skills at parties, this night was not just about launching the beauty brand but also celebrating Paris and its vibrant culture. “I’m Parisian. I’m from France, and Paris has so much to give,” he said excitedly. “We had the Olympic Games as well, which celebrated France.”
