Olivier Rousteing has again tapped into the Kardashian-West family craze for Balmain’s fall 2016 campaign. The first image of the campaign was released on the brand’s Instagram account earlier today and features Kanye West alongside Joan Smalls, a dedicated member of Rousteing’s famous Balmain army.
Shot by Steven Klein and directed by Pascal Dangin, the black-and-white image features Smalls and West in romantic, ballet-esque poses. Smalls is wearing a ruffle trimmed crop top and trousers from the label’s fall 2016 collection, while West is in the Balmain embellished jacket he wore for the Met Gala in New York earlier this year.
The rapper and designer have had a close relationship with Rousteing, appearing in the label’s spring ’15 campaign alongside West’s wife, Kim Kardashian. The family’s younger members, Kendall and Kylie Jenner, also followed suit, appearing in the French house’s fall ’15 campaign.
Rousteing, who shared the campaign image on his own widely followed Instagram account, wants to highlight the relationship of fashion and music through the campaign.
The designer and social media maverick has also recently launched a collaboration with NikeLab and plans a talk with Alina Cho in October at the Metropolitan Museum of Art in New York on how he revived the French luxury house and his future plans, following the company’s acquisition by Mayhoola for Investments.
The images are also being released at a time when West and Kardashian have been in the spotlight — even more so than usual — due to a feud with Taylor Swift over the singer’s consent to be mentioned in West’s song “Famous.”