Balmain is taking its next show to the open waters by chartering a barge to sail down the river Seine in Paris.
Label head Olivier Rousteing will be captain of the operation on Sunday evening, with a small number of crew and performers, including French singer Yseult, on board. Social distancing guidelines will be respected.
“Balmain is all about optimism, and after this period I wanted to bring back this optimism that this brand has been known for,” Rousteing told WWD, explaining the boat ride will also serve as an end of lockdown celebration.
“Yes, I’ll be on the boat. I don’t get seasick so it’s fine!”
Those gathered on the banks of France’s famous river will catch a glimpse of Rousteing’s presentation, which comes in the form of vignettes and not a runway. Archive pieces from Pierre Balmain, Erik Mortensen, and Oscar de la Renta, as well as Rousteing’s modern creations, will all feature.
The idea came to the 34-year-old as he, like many other Parisians, rediscovered the beauty of the river during lockdown. He sought the help of art director Andrew Makadsi, known for his work with Beyonce, to bring the vision to life.
It will be livestreamed on TikTok for those who aren’t in the French capital.
“It’s important to reinforce who we are and what we’re known for,” Rousteing added.
Rousteing has also confirmed Balmain will be a part of the spring/summer 21 Paris Fashion Week shows, which kick off in September.
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