Balmain has unveiled its Spring 2015 ad campaign photographed by Mario Sorrenti and art directed by Pascal Dangin.

Starring Adriana Lima, Joan Smalls, Rosie Huntington-Whiteley, Isabeli Fontana, and Crista Cober, the campaign takes further the Balmain Army concept initiated by Rousteing last season.

Balmain is all about diversity. The incredible power that all those strong women bring in front of the camera, put into real life situations, helped me explore and create a new reality that represents the pop aspect of my generation. The Balmain reality, my reality. This is the new Balmain army and the game is on,” says Creative Director Olivier Rousteing.

“I was inspired by Olivier’s concept of the Balmain Army and picturing groups of models in ‘uniforms’ interacting with one another to create different shapes and patterns with the clothes. Taking that idea further, I wanted to inject a sense of pop-relevance into the campaign by plotting the models in surreal interpretations of everyday environments. Inspired by the distorted realism of 1970s French cinema, the campaign transforms familiar settings like subway platforms and diner scenes into surreal tableaus of the Balmain world,” says Pascal Dangin.

The campaign will debut in leading fashion titles worldwide for the February 2015 issues.