HMBalmaination! Balmain Is H&M’s Latest Designer Collaborator

Balmain is so elevated with the couture details―the beading, the embroideries. How did you deal with the challenge of translating Balmain’s very high-end look to H&M?

OR: It was a big challenge and a good challenge. I don’t want to lose the craftsmanship, and I don’t want to lose the richness and the glamour of the house. But I also want to talk to the people in the street, to different ages. I kept the glamour and richness, but we twisted it. You can find in the collection so many different garments. And I think that’s going to be the beauty of the collection. My collaboration is different from the others. H&M really challenged themselves with craftsmanship, with the high couture level of France, and the results are great.

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