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Balmain joins Twitter and Facebook

Another luxury label has succumbed to social media! Balmain announced its arrival on both Twitter and Facebook this morning, providing fans with an inside look at what goes on at the 67-year-old French fashion house.

Image-drive on Facebook, it will post everything from runway and backstage shots, to ad campaigns and editorial spreads. There is also access to much of the design archive dating back to the 1940s in Paris. Twitter meanwhile plays host to daily news from the company as well as insights from its new 25-year-old creative director, Olivier Rousteing.

“We have product and pictures and creations to show, and we’re ready to communicate with the followers,” said chief executive officer Emmanuel Diemoz, reports WWD. He explained that there’s been huge demand for information surrounding the brand, but it’s been kept very closed to the consumer. “Now we have all the key items to be able to do it properly and in the best way.”

“You will be able to see everything, from our inspiration, to detail of the clothes,” said Rousteing in an introductory video (as below). He added that he’s looking forward to obtaining real-time feedback: “It’s an experience. I will reply, and be the first to check it and see if there are a lot of ‘likes’.”

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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