Fusing the vivaciousness of Saint Germain’s jazz era with today’s fashion pulse, the Balmain Men’s Fall/Winter 2023 campaign unveils a harmonious symphony of past and present. The genius of the house, Olivier Rousteing, collaborates with visionary photographer Thibaut Grevet to present a collection that reverberates with Pierre Balmain’s signature cool and a renewed modern touch.
One can’t help but be captivated by the campaign, which spotlights models Leelou Laridan, Xue Huizi, JeeHoon Bae, and Ottawa Kwami. Echoing the timeless style of the ’60s Saint Germain jazz musicians, Olivier Rousteing, the maestro of Balmain’s atelier, looked to the earliest menswear from the house’s eponymous founder in the 60s. Paying tribute to Pierre Balmain’s finesse, the new collection seamlessly integrates contemporary flair, echoing the ebb and flow between music and fashion in the present day. Grevet, a maestro behind the camera, was no random selection. His adeptness in portraying musicians, combined with his finesse in music video direction, made him the ideal fit for this melodious, dream-infused fashion narrative.
Olivier Rousteing once expressed the essence of the campaign saying, “blurring lines to sharpen our focus.”
Grevet’s artistry shines forth in the campaign’s visual language. Within a surreal green and gold milieu, Grevet toys with light: manipulating it, bending it, and even distorting it to give life to the collection’s sharp silhouettes. Elements like frost layers, dripping water, and lens flare conjure a feeling of ethereal mystery. Yet, in stark contrast, some portraits hone in on the collection’s crispness, offering a straightforward focus. This dance between clarity and distortion forms a compelling conversation, where clarity emerges stronger, having journeyed through a kaleidoscope of effects.
Culminating in a tribute to both the spontaneous rhythm of music and the undying elegance Balmain stands for, this campaign is more than a showcase of apparel. It’s a lyrical tale of French finesse, a testimony to styles that have ebbed and flowed, and a celebration of the enduring legacy of Balmain’s ethos.
Hair: Evanie Frausto
Make-up: Jamal Scott
Set design: Philipp Haemmerle
Casting: Anita Elizabeth Bitton