Balmain presents its cruise collection in a virtual showroom<

How to present a clothing collection when scrolling is (temporarily) no longer allowed? For brands, the solution lies in digital. Photo sessions via webcam, virtual presentations, live interviews... Many alternatives are springing up to talk about the latest news. Balmain had the idea of ​​virtually reconstructing its showroom to present its spring 2021 cruise collection. It is mainly aimed at professional and international buyers unable to travel due to the travel restrictions measures taken to stem the pandemic.

The latter are welcomed by Olivier Rousteing, in person. Or rather by the avatar of the artistic director of the house. The creator has fun on Instagram where he presents his new project. "Sorry but one Olivier was not enough for the Balmain house," he posted. A true copy of the artistic director, this digital character accompanies buyers in their discovery of the spring-summer 2021 men's and women's cruise collection.

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Everything has been done to give the impression of receiving visitors at 44 rue François Ier, the Parisian headquarters of the house of Balmain, reconstructed from scratch to serve as the setting for this virtual presentation. Three entries are available: one giving access to a traditional lookbook accompanied by technical sheets, another leading to the main silhouettes worn by virtual models, and finally a last opening on a backstage access thanks to videos and musical performances . Communicating with an undeniable sense of business, Olivier Rousteing once again shows his interest in new technologies and could well give ideas to the brands that will soon unveil their collections during the digital haute couture Fashion Week.

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