Balmain’s creative director, Olivier Rousteing, confirmed the news that Balmain will be returning to couture in January 2019 at the WWD Retail and & Apparel CEO Summit.
It’s a return to couture for Balmain for the first time in 16 years, since the departure of Oscar de la Renta in 2002.
The designer said that he is “looking to bring back the Parisian DNA”, adding that accessories, fragrance and cosmetics are also in the pipeline.
As WWD noted, a Balmain couture offering is likely to be a success given that 80 per cent of the brand’s sales come from ready-to-wear. The label is best known for its opulence, femininity and embroidery – signatures that are expected to be amplified for couture and ready for his red carpet clientele.
Since Rousteing was made creative director in 2011, aged just 25, he introduced the storied fashion house to a new, younger market. His loyal customer base, known as the ‘Balmain Army‘, includes Gigi Hadid, Kendall Jenner, Rihanna and Beyonce.
