Daywear has been on Balmain’s radar for some time now as they look to grow their company under new chief executive officer, Massimo Piombini. They have yet to seem to let go of the glitz life though, as they have featured a crystal embroidered baseball jacket priced at around $40,000. The jacket hangs around in the “couture” section of the brands first ever men’s pre-collection.
The jacket has the words “Balmain Army” across the back, this piece alone took around two months to finish. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director Olivier Rousteing during a tour of the collection in a Paris showroom on Monday.
The pre-fall 2018 men’s lineup is filled to the brim with denim, jersey, and knitwear that all ranges from casual to blinged-out. “There is the same diversity as for the women’s,” said the designer. The brand has already massive celebrity names who willingly support the label such as Cristiano Ronaldo, Justin Bieber, Kanye West, and Zayn Malik. The brand has stated though that it is “looking to attract a broader male audience: as part of their international expansion. Menswear currently makes up around 40 percent of their total sales.
Rousteing described the men’s collection as a mirror reflection of their Balmain woman line, but of also himself. “My approach was also what I want to wear myself next winter,” he said.
So far, the collection includes sport biker-inspired gear, a range of double-breasted jackets, sailor knits and peacoats. The collection also includes the signature peacock-rock fare like the T-shirts with Ziggy Stardust-themed embroidery. The age range for their core customers ranged from 20-35, according to Rousteing.
Rousteing has said that there is currently a menswear “revolution” the male customers he has been designing for the past seven years are embracing “glamor without feeling ridiculous,” he said. “I can push boundaries more now,” said Rousteing.
