Be very prepared, Balmania is about to hit down courtesy of H&M. Not that the clothes will be instantly available to the minions…oh no. The masses get our chances to sweat and queue and purchase (or get frustrated and crash the H&M global website) come 5th November. Guy Fawkes and fireworks en masse. H&M and Balmain timed that right for the UK.
The range which has been hyped and pre released in terms of a glam series of pics, will be officially introduced in New York on Tuesday 20th October, with a catwalk show, a mega star performance and reams of social media (#HMBalmaination) which will have us salivating (whether we wanted to or not) for a least one ‘80s retromania, Rousteing at Balmain work.
Now if I’m being picky, I’d go the late ‘70’s Chic route of the Nick Knight Showstudio Tom Ford Gaga SS’16 pop/catwalk video each and every time. But being realistic, I really *could* give those sleek black satin harem pants and that long, satin back lapelled waistcoat wardrobe room. Style note, opt for the classic (not costume) pieces that won’t date with the onslaught of millions of social media selfies.
Saying that, launching in time for party season, it will be the prerogative of every self proclaimed high street fashionista to grab and go #HMBalmaination. All the signifiers are there, the big shouldered jackets, the synched in waists, the sequins, the draped mini skirts that reek of Alexis Carrington or Kim Kardashian (delete as appropriate).
With #HMBalmaination, you may not quite get Balmain fabrication but your girl on the street will touch and feel a glimpse of celebrity rather than Paris atelier glamour. This release is a triumph (like many other H&M brand tie-ups) of marketing, celebrity, PR and brand positioning. How to bring your brand to the street and inspire brand devotion and sales for future perfume releases.