Balmain x Victoria’s Secret

Overview

Role: Social & Brand Content

Touchdown Shanghai! Olivier Rousteing, Creative Director of Balmain, collaborated alongside Victoria's Secret to create custom looks for the special collaboration segment of the 2017 Fashion Show in Shanghai. A capsule collection, inspired by what was on the runway, appropriately dubbed #VSxBalmain launched in Victoria's Secret stores and on its website — just one day after the Fashion Show aired on CBS.

This limited-edition capsule collection VSXBALMAIN, marked the first time Victoria’s Secret partnered with a luxury brand to create an exclusive collection.

Scroll below to watch various social videos rolled out to generate hype and buzz for the shimmery, studded collaboration and exclusive capsule collection.

Behind the Scenes

A behind-the-scenes docu-style video capturing the design process with Olivier Rousteing on his capsule collection.

Backstage Social Content

How do you take a T-shirt from basic to Balmain? Real-time content was pushed from backstage with Olivier and a few of the Victoria’s Secret models. Rousteing delivered a crash course in how to elevate a basic tee into something exceptional. Utilizing items that you’re sure to have lying around the house—safety pins, beads, and a sharp pair of scissors— transforming Josephine Skriver, Ming Xi, and Romee Strijd into the newest members of the Balmain army.

 Watch as Rousteing and the Angels remix T-shirts into crop tops, skirts, and more:

Campaign

Teaser trailers previewing the exclusive collection dropping days before the airing of the fashion show.

Campaign images posted on Social Media as the looks hit the runway.