Lana Talks To

U Magazine - - FEATURE -

What’s the in­spi­ra­tion be­hind this col­lec­tion? What’s your fa­vorite piece and how would you style it? Why H&M? How did you per­fect the bal­ance be­tween the ca­sual street style look and the heavy balmain ones? How were you able to set prices that would make sense to the pub­lic with­out jeop­ar­diz­ing on qual­ity? What do you think about the Mid­dle-east­ern women style? What’s your num­ber one ad­vice to all women out there?

Di­ver­sity, go­ing global. When peo­ple hear about a col­lab­o­ra­tion be­tween a very global brand like H&M and a more in­clu­sive one like Balmain, they want to find the key pieces. Peo­ple are ex­pect­ing to find Balmain's state­ment pieces and clas­sic cuts. So of course, I went from this start­ing point. I fo­cused on the cuts of our blaz­ers, on the beaded pieces, on our iconic short dresses but also on beau­ti­ful ac­ces­sories.

I couldn't pick just one as each piece re­flects the spirit of both brands. How­ever, I would say the full em­broi­dered black blazer with pearls and lit­tle studs.

I'm an H&M boy and I used to stand in line for 2-3hours for the spe­cial col­lab­o­ra­tions. This is my gen­er­a­tion. I know the ex­cite­ment that peo­ple feel when cap­sule col­lec­tions like that are re­leased. Balmain is a very high-end brand with a very in­clu­sive per­cep­tion. For me this col­lec­tion was a way of go­ing global. Join­ing H&M and Balmain to­gether is ac­tu­ally cre­at­ing #Bal­maina­tion, a whole new na­tion of to­geth­er­ness, push­ing for the beauty of di­ver­sity, of reach­ing out to ev­ery sin­gle per­son out there. I know we fo­cus on the women pieces but I also worked very hard on the men pieces and for me, they also re­flect this vi­sion I had for this col­lec­tion. You know it wasn't easy to find gor­geous but­tons, zip­pers, fab­rics that would be af­ford­able in pro­duc­tion. I was ex­tremely picky and this is what took the most time. And hon­estly, we were able to find great el­e­ments and the dif­fer­ence is small. For ex­am­ple, Balmain but­tons weight heav­ier but the ones we used for the col­lec­tion look iden­ti­cal.

I love the mid­dle-east­ern woman. I've been sev­eral time to Dubai specif­i­cally and I loved look­ing closer at their style. While Arab women used to go for head-to-toe la­beled looks, now they mix and match; hence why Bal­maina­tion makes sense. Arab women love strong pieces and usu­ally our state­ment Balmain pieces are first sold in the Mid­dleEast. So, I'm very happy to give ac­cess to more women there to the spirit of our work. I'm sure you've no­ticed how close I am to the Kar­dashian fam­ily and one of the rea­sons is how much I love their type of beauty, which is very close to the Arab woman traits. The beau­ti­ful tanned skin, the long black hair, the very clear curves.

With­out any hes­i­ta­tion, I want to tell to all women out there to al­ways step out of the house feel­ing con­fi­dent about your­self. Take your time when get­ting ready, pick the pieces that flat­ter your body the most. I love women and I love see­ing them happy about how they look. Ann-sofie Jo­hans­son with Olivier Rouste­ing

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