Balmain pops up at Printemps Haussmann

By

Marion Deslandes

Published
Jan 11, 2019

As it looks to mark the beginning of each new season with a different guest of honour, Parisian department store Printemps has revealed its newest invitee: Balmain, which has been given carte blanche to set up shop in the atrium of the chain's Boulevard Haussman store. 

From 17th January to 10th March, the label led by designer Olivier Rousteing will present visitors with a space taking its inspiration from the architectural codes of a Parisian hôtel particulier, featuring baroque accents, mouldings and mirrors, interspersed with neon lights and antique busts. The brand's new logo, which was revealed last month, will take centre stage thanks to a mirror installation which reflects the new monogram into infinity.

The space will also serve as a pop-up store as a new exclusive collection has been conceived especially for the event by the brand's creative director. Based around blue and white stripes, this line celebrating the label's French roots is made up of a dozen pieces, ranging in price from 95 to 1,190 euros. For women, the classic marinière is revisited through a vest featuring red rhinestones and a dress in striped tweed, while the menswear offering leans more towards athleisure, with jogging pants and two t-shirts. Accessories, including a cap, a bag, flip-flops and a bandana complete the collection.

Clearly in the midst of intensifying its activities in the French capital, Balmain will open a new location on Paris' Rue Saint-Honoré in early February, taking over from Zara at number 374. The brand is already announcing the opening with a giant ad plastered over a building on Boulevard des Capucines. The house will also be presenting a runway show during the city's menswear Fashion Week on 18 January, as well as on 23 January, when it will participate as an invited member in Paris' Haute Couture calendar.