For Balmain's fall 2021 campaign, ORousteing partnered up with Channel 4 on a show starring JesseJoStark, Tommy Dorfman, Charles Melton, and Ajani Russell wearing some jaw-dropping looks
With Rousteing himself serving as creative director, the five episode miniseries will be the first time a brand has collaborated with a television broadcaster in this way. “What made this project so exciting is that we didn't think much about fashion, the focus was on the characters and their experiences,” says the 35-year-old designer. “I cried when I saw some of the scenes and forgot about the clothes entirely.
It’s a project I had in my mind for about four years, but it took so long to find the right team. Fashion presentations can be boring, so I love to create entertainment around it that goes further than clothes. All of the characters are going through their own. I think, in a way, it’s what everyone is going through right now [with the pandemic], whether it’s within our work or personal life. But with every struggle, there’s always a solution.
It was a long casting process but we chose the actors that showed the most emotion and passion. I loved that each of them represented Balmain in their own unexpected way. I’m known for glamour and a French couture fantasy, but I think those four characters showed that there is another side of Balmain in me, as well.
It’s always been so normal for me [to be inclusive], but it feels like it might be newer to others. Gender identity has always been part of the world. We’re all just out here trying to find ourselves. The choices that I make in fashion, I hope, can help change some mindsets, even in a small way.
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