Balmain presented its Couture collection for the summer with a Balmain Army on a celebratory boat down the River Seine in the heart of Paris on July 5th on the eve of the city's first Digital Couture Week.
Titled 'Balmain Sur Seine' the event which was streamed live via Tik Tok also marked the house's 75th anniversary as well as a celebration of its return to Paris.
'Balmain is all about optimism, and after this period I wanted to bring back this optimism that this brand has been known for,'
Rousteing said in a release prior to the event.
The show featured models walking wearing pieces from Balmain's archive such as founder Pierre Balmain and former creative directors like Erik Mortensen and Oscar de la Renta as well as recent works from Rousteing.
'Today, reunited with friends (while continuing to practice social distancing), we celebrate our return to Paris, as well as our recent rediscovery of the strengths of those eternal values. I love that I work for a house that supports me and has joined with me in pushing for inclusion and changes from the very first day that I began working here. Today's event looks forward, with hope and confidence in the changes and progress that lie ahead for all of us,'
said the designer in a press release about the logistics of the Seine cruise from Balmain.
The event was directed by Andrew Makadsi Beyonce's art director and featured a live musical performance by French singer-songwriter Yseult as well as a dance number from choreographer Jean-Charles Jousni.
Balmain will next host a physical fashion show in during September's ready-to-wear schedule in Paris as announced by The Federation de la Haute Couture et de la Mode (FHCM), the governing body for the French fashion industry.
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