Lana Talks To
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