The autumn launch of Balmain x H&M has been one of the most successful of any designer/high-street collaboration. A huge pre-collection buzz was generated by Instagram god Olivier Rousteing, creative director of the French couture house, and his 1.4 million followers.
From behind-the-scenes sneak peeks shared by models Gigi Hadid, Jourdan Dunn and Kendall Jenner, to videos created by Rousteing and the storm around Twitter’s #HMBalmaination, fashion’s heady love affair with social media...
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