FAST AND FURIOUS: Olivier Rousteing serves up hot models — and a side order of fries in a Styrofoam container — in his spring campaign for Balmain. While dressed to the nines in the French brand’s clingy and cutout-riddled collection, Adriana Lima, Joan Smalls, Rosie Huntington-Whiteley, Isabeli Fontana and Crista Cober are depicted playing video games — popcorn scattered about the floor — and scarfing burgers on a diner banquette.
“You can’t eat caviar every day,” said Rousteing, noting he was eager to depict his “Balmain army” in real situations. “I wanted to have power women in the campaign.”
Photographed by Mario Sorrenti, the models certainly channel fashion fierceness with their curves, killer cheekbones and slicked-back hair. Art director Pascal Dangin said the sets were inspired by the “distorted realism” of Seventies French cinema.
Rousteing said he was also keen to show a “diversity of girls,” many of whom he reunited with backstage at the recent Victoria’s Secret fashion show in London, showing them preview images of the ads on his smartphone. The campaign is slated to break in February issues of leading fashion titles.