Cindy Crawford, Naomi Campbell, and Claudia Schiffer join the Balmain Army

Claudia Schiffer and Olivier Rousteing behind the scenes of Balmain’s Spring campaign shoot

Olivier Rousteing’s #BalmainArmy is in expansion mode. Yes, he already has 2 million troops on Instagram, which says nothing of the mononymous celebrities who wear his clothes and support his vision (Kim, Kanye, Rihanna, Gigi, Kendall, et al.), but Rousteing’s Spring campaign for the house brings a new demographic into the mix: ’90s fashion icons. Shot in black and white by Steven Klein are Cindy Crawford, Naomi Campbell, and Claudia Schiffer posing in the designer’s body-conscious and ruffled Spring creations.

“It’s a new chapter for Balmain,” began Rousteing on the phone from Paris. “Sometimes people are confused and think it’s all about social media and Instagram. Balmain has a deep soul, and it’s not only about followers. It’s about dreams and love, and I think with this campaign I’m going to show that and go back to its roots. This campaign is about what makes me love fashion, and these three women are exactly that. These three women are what made me love fashion yesterday, make me love fashion today, and are going to make me love fashion in the future.”

For the designer, the campaign was a long time coming. Reflecting on his youth in France, he remembered pinning Peter Lindbergh photos and candid backstage snaps of the trio onto his mood boards. “I felt like I was dreaming as I was watching the photo shoot, because I knew it was going to be something iconic that I would never forget,” he said. “You realize working with them, it’s another way than working with the models of today. They know so much about themselves. Their career is so strong. They know their bodies so well. They move at the same time that the camera is moving. Steven also knows them so well, so it was such a good synergy.”

The shoot also provided the three legends some much-appreciated time to catch up. “I loved seeing Cindy and Naomi again. Every time it’s like I’m continuing a conversation from the day before. We have experienced some amazing times together. Cindy and I talked about family life as we had our hair and makeup done, and Naomi, who still has the best body in the business, made us laugh,” recalled Schiffer, with Crawford adding, “I can’t wait to see the pics—[they] will probably give me a little more fashion credibility with my daughter!”

As for how the existing #BalmainArmy will take to the new campaign, chances are you’ll find their reactions plastered across social media within the hour. To those who say that a trio of supers is a departure from Balmain’s standard Generation Y fare, Rousteing is quick to remind, “All the people who love Balmain have this nostalgia of the power of fashion in the ’90s when models were iconic—and this is always what I push. . . . When you love Balmain, you love Cindy, you love Naomi, and you love Claudia. It’s natural because they are iconic, they are powerful, and they are strong—and they make a lot of people love fashion.” Amen to that.

Interview by: Steff Yotka

Share it!Share on FacebookShare on Google+Tweet about this on TwitterPin on PinterestShare on TumblrShare on LinkedIn

Related Posts:

Launch collection of Claudia Schiffer for TSE on British Vogue Online

TSE Cashmere for Claudia Schiffer

First Look of the Collection of Claudia Schiffer for TSE

Claudia Schiffer announced that she was creating a collection for luxury cashmere label TSE back in February and in the birthday of Claudia (25 August) was launched.

“I’m trying to apply what I have learned working as a model with the most amazing designers for over 25 years. I have not only learned a lot, but also in particular formed many ideas of my own.”

“I was lucky to start my career working with the best, like Karl Lagerfeld, Dolce & Gabbana, Valentino and Gianni Versace, and many more where I have seen first-hand the designers work with the most luxurious fabrics, amazing tailoring and details and I still am learning.”

“I have kept all my clothes from over the years, so I have a great archive to go in and out for each season. For example I found an amazing red Chanel bag from 20 years ago, which is timeless, and then I update with a new pair of shoes or dress. Trends always come around again, so a pair of great Stella McCartney jeans from four years ago can be worn again this summer. When I design a collection I always think about longevity – will I still be wearing this in five or 10 years time?”

Cashmere, especially, holds special sentiment with Schiffer – who grew up borrowing from her parents’ cosy collection (“I still have one from my father, which still looks new because it’s so luxurious”) – so much so that it was actually the supermodel that approached TSE.

“I couldn’t always find great casual cashmere tops to wear with jeans for every day and as I have been a huge fan of TSE, having been introduced to them in the early Nineties in New York. I called them about collaborating on a knitwear collection and it’s an amazing experience working with one of the best in this field.”

With a second collection on the horizon Schiffer is well on her way to making the transition to fully fledged designer, with plans to even take a step back from fronting the campaigns and to hire her own models. For now though, she wants to establish her aesthetic first and foremost.

“I have always been a model and after more than 25 years in the fashion and beauty industry, it felt natural to dip my toes into design. I am hoping my message is getting across: timeless, effortless clothes for every day casual chic living, inspired by influences from my life in England.”

By Scarlett Conlon – British Vogue Online – 25 August 2015

Claudia Schiffer – British Vogue Online

Share it!Share on FacebookShare on Google+Tweet about this on TwitterPin on PinterestShare on TumblrShare on LinkedIn

Related Posts: