Balmain has revealed its full Fall 2016 campaign, which also doubles as the music video for Kanye West’s new single Wolves. The seven-minute video is part of creative director Olivier Rousteing’s “Music meets Fashion,” ad initiative.
Rousteing explains: “On a chilly afternoon in early February, I was at Madison Square Garden, just as blown away as were the thousands around me—all of us hearing Kanye’s Life Of Pablo for the first time. In particular, the hauntingly beautiful Wolves made a big impression on me. From the moment I heard that song, I knew we had to use it for this campaign.”
Steven Klein, who photographed the teary-eyed models for the moody Balmain ads, also directed West’s music video; Rousteing co-creative directed the video with Pascal Dangin.
“It was shot right after the Met Ball. Pascal, Steven and I pulled together as many members of the “Balmain Army” who were in town and we spent two days creating a true collaboration—beginning with a riff on a Balmain after-party, and mixing dance, music, lyrics, photography and fashion in a new way that reflects the unique, diverse and modern side of this historic house. I couldn’t be happier with the result—or more grateful to all who played a part in its creation.”
Not only do Kanye and his eternal muse Kim Kardashian West, make an appearance in the Balmain Fall 2016 music video campaign, but so do Met Gala attendees Cindy Crawford, Kylie Jenner, and Anna Cleveland, alongside campaign models Alessandra Ambrosio, Joan Smalls, Jourdan Dunn, Francisco Lachowski, Josephine Skriver, among others. Vic Mensa and Sia, West’s collaborators on the track.
On top of the its fall 2016 collection, this Balmain campaign showcases Rousteing’s collaboration with denim brand Fear of God for West’s Met Gala get-up. Both Kim and Kanye recycled their custom looks for the music video. This is apparently one of Rousteing’s favorite projects since he took over creative direction for the brand in 2011.