Balmain men's spring-summer 2016 campaign

DRIVE, HE SAID: After making a splash with the Balmain women’s spring-summer 2016 campaign featuring the Nineties’ supermodels, Olivier Rousteing, the house’s creative director, is making a U-turn with the men’s campaign. In sharp contrast to brightly lit portraits of the likes of Cindy Crawford, Naomi Campbell and Claudia Schiffer, the men’s campaign channels the darker vibe of a film noir storyboard. (For his debut men’s wear 2016 show for Balmain, Olivier Rousteing prepped like a prize fighter for the ring.)

“For this season’s images, we wanted a compelling and urban feel,” said Rousteing, who worked with photographer Steven Klein and creative director Pascal Dangin on the campaign. “Steven Klein, Pascal Dangin and I decided on a car-interior set, combined with strong shadows and sharp pops of light, to suggest speed and motion.”

The campaign features models Dudley O’Shaughnessy, Geron McKinley, Ronald Epps Jr. and Francisco Lachowski. “This diverse and athletic group of men reflects the look of fashion’s new generation,” noted Rousteing.

The campaign is to hit international titles in February.

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