Balmain is adding a musical element to its spring/summer 2020 menswear runway show in Paris, with a series of live concerts that will follow the close of the catwalk.
In the spirit of Balmain creative director Olivier Rousteing’s ambition to “democratize and modernize fashion”, the events will also be accessible to the public. A total of 1,500 free tickets will be made available on the Balmain website.
The show’s musical elements tie into the annual Fête De La Musique, a celebration that takes place on the same day, June 21, throughout the French capital.
For the activation, Balmain is set to take over the Jardin des Plantes, erecting a temporary space for its audience. The runway show’s soundtrack will be provided by French DJ Gesaffelstein, whom Balmain dressed for his show at Coachella.
Olivier Rousteing has in the past already championed his ambition to democratize customer’s access to the brand’s universe. In January he launched a dedicated app that allowed fans to see the houses couture live on their phone, as well as play with augmented reality content. In 2015, the French luxury brand also collaborated with fast-fashion retailer H&M on a capsule collection at affordable prices.
This menswear show also encompasses a philanthropic element, supporting the fight against AIDS through the RED organization. All revenue made from food and drink served at the event, alongside merchandise of limited-edition products, will be donated to the fund.
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