Balmain’s AW23 campaign celebrates heritage and craftsmanship

BALMAIN, a brand that is known for its extravaganza, stripped back the spectacle and focused on celebrating its legacy in its autumn-winter 2023 womenswear show.

The themes of heritage and craftsmanship which were palpable in the collection have been adopted and exhibited in their latest campaign.

The previous runway show demonstrated the unique possibilities that are offered when delving into Balmain’s rich history. The brand’s creative director Olivier Rousteing lowered the volume with his AW23 womenswear collection and honoured the quiet tone of Pierre Balmain’s exclusive post-war couture salon presentations.

With a restricted invitation list, Rousteing allowed each attendee to recognise and value the skilful craftsmanship of the brand’s atelier which empowered the refreshing and contemporary flair added to Balmain’s traditional silhouettes and the House’s most esteemed codes.

Rousteing and photographer Rafael Pavarotti traded in the props, exquisite locations and CGI for a sense of simplicity in the autumn campaign.

The camera is set up perfectly centred to demonstrate the precision of Parisian tailoring and architectural volumes, emphasising the collection’s attention to building upon Pierre Balmain’s bold and persisting New French Style.

Pavarotti’s unique perspective and expertise in light, colour and texture make for an ideal end result focusing on the powerfulness of the brand’s singular craftsmanship, codes and cuts. The campaign’s display of bold, rich colour-ways, fierce poses and sharp imagery produce an elegant and striking outcome with clear suggestions of fine artistry.

The campaign flawlessly illustrates modern Balmain with its fusion of a legacy deeply embedded in the traditions and crafts of couture and the charm that twenty-first-century Paris emanates.

by Nicole Pereira

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