Photographed by fellow Brazilian, Rafael Pavarotti, the SS24 campaign for the luxury house Balmain, starring Brazilian supermodel Gisele Bündchen, is a vibrant celebration of love and a tribute to timeless fashion icons.
For this season, Olivier Rousteing unveils the JM Balmain handbag, inspired by the maison’s classic “Jolie Madame” silhouette, a reference to Monsieur Pierre Balmain’s innovative post-war designs. The designer also incorporates the soft contours and meticulous tailoring of the brand’s 1940s and 1950s designs into a collection that embodies the spirit of the rose—symbolizing joy, love, and beauty.
On the theme, Olivier Rousteing states, “I want to challenge the notion that a collection celebrating love, beauty, and flowers for spring is superficial. Love is complex, just as every rose has its thorns. This complexity is incorporated into our designs, with thorns appearing in various shapes and forms.”
Balmain’s Spring-Summer 2024 collection is a blend of romance and femininity, underscored by Rousteing’s penchant for boldness. The designs demonstrate Balmain’s expertise in silhouette and form, while vibrant prints introduce an element of unexpected daring.
In a series of vividly colored photographs, flowers stand out as the main element. Embroidered or printed, roses proliferate. Gisele appears in mini-dresses that showcase the craftsmanship of Balmain’s ateliers while revealing the supermodel’s endless legs.
