“Oooh, look, it’s Balmain!, said EVERYONE!
On the eve of opening Balmain’s New York flagship, Olivier Rousteing hits the town with Lynn Yaeger.
“Oooh, look, it’s Balmai!n” shrieks a person, whose gender it is impossible to discern in the dark, at the GMHC Latex Ball. Despite the lack of light, the fan insists on a selfie with Olivier Rousteing, and the creative director of Balmain—on a flying visit to his beloved Manhattan from his home in Paris—is happy to oblige.
Rousteing, 30, is in town in anticipation of two major brand-building events. There is the imminent opening of the new Balmain boutique in the U.S., being erected in the heart of SoHo. Designed by Studio KO, the team responsible for London’s Chiltern Firehouse, the shop is meant to evoke an imaginary pied-à-terre that might have belonged to Pierre Balmain, down to the mid-century-modern French furniture. And at the other end of the spectrum—but maybe not!—there’s the just-launched Balmain x H&M collaboration, which offers the designer’s cool, sexed-up vision at extremely reasonable prices.