It’s always been in the spirit of  Balmain to revolutionise. Oliver Rousteing keeps up with the brand DNA, that started with brand’s groundbreaking Jolie Madame look. In opposition to the utilitarian fashion of the time, the new silhouette turned towards bold femininity and extravagance.

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Balmain, who used to say that ‘dressmaking is the architecture of movement,’ created a portrait of  his ideal woman – elegant, strong and modern. Bouffant skirts, rounded, statement shoulder lines and cinched waist were innovation that resonated. Soon, the structured and sharp look gained recognition among Hollywood celebrities from Brigitte Bardot and Ava Gardner through Audrey Hepburn and Josephine Baker to Katherine Hepburn and Marlene Dietrich.

Accompanied with Eau d’Parfum under the same name, it has become Balmain trademark competing with Dior’s ‘New Look’ and Balenciaga’s contemporary haute couture.

Explore Balmain heritage here.