By  on January 23, 2018

PARIS — Having targeted high-street shoppers via his recent collaboration with lingerie brand Victoria’s Secret, Balmain creative director Olivier Rousteing is now reaching for the top-tier customer by introducing a red carpet capsule collection.

Named 44 François Premier after the Paris address of founder Pierre Balmain’s original couture atelier, the line consists of 11 evening looks. Its launch during Paris Couture Week, in the middle of awards season in the U.S., is calculated for maximum exposure.

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