Balmain on a mission to democratise luxury with new app

By

Barbara Santamaria

Published
Jan 18, 2019

As part of its new marketing strategy, luxury fashion house Balmain is launching an app that will livestream its runway shows and use new technologies such as augmented reality to create new experiences.

The app launch is another step in Balmain creative director Olivier Rousteing’s ambition to make the luxury fashion brand as inclusive as possible.

“For too many years, the legendary ateliers, boutiques and runways of Paris have only been open to a very lucky select few. We’d like to try to begin to change that, by inviting as many members of our Balmain Army as possible into our Balmain universe,” he said about the launch.

App users will be able to livestream the label’s Couture runway presentation - its first in 16 years - on January 23, and get a preview of the new Saint Honoré flagship store, which is set to open during Couture Week.

Additionally, a Balmain wheatpasted marketing poster which appeared on the streets of Paris this week will trigger an augmented reality adventure for app users.

Balmain said the app will be continuously updated to include new content and innovations to make sure the brand stays true to to its promise to “push every envelope, break every conventions and constantly surprise with unorthodox choices.”

The fashion house also unveiled a new logo and monogram at the end of last year under plans to revamp its image and become a more recognisable brand.