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H&M announces latest collaboration with Balmain

Late spring means one thing in fashion – the announcement of this year’s HM collab. The news broke last night that 2015’s will be Olivier Rousteing for Balmain. While you’ll have to wait until November to actually buy the mens and womens’ collection, here are five things we know so far.

This is a collab for the internet age

It was announced via Twitter and Rousteing – or his famous friends, actually – hinted of the collab before it was made official. Kendal Jenner posted a selfie with Rousteing and model Jourdan Dunn before last night’s Billboard Awards with a post reading “We have some news” and linking to Balmain and HM. The internet duly broke. The image received more than 800,000 likes. Later, the hashtag #HMBalmaination was encouraged as, says Rousteing, “A movement of togetherness, fuelled on a hashtag.” And why not?

The clothes will have all of Balmain’s razzle dazzle

We know this again courtesy of Dunn and Jenner – who later appeared on the red carpet with Rousteing wearing designs from the HM collection. Dunn wore a sweater with gold embroidery and satin wrap skirt, while Jenner wore a longline jacket covered in what looked like pearls. Maximalism is on the high street this autumn. The menswear is likely to show some jazzy touches, too.

The Balmain Autumn Winter 2015 show. Photograph: David Fisher/Rex Shutterstock

It makes total sense

With the likes of the Kardashians, Rihanna and Rosie Huntington-Whiteley part of his so-called Balmain army, Rousteing’s designs are already on the radar of most twentysomethings who follow the moves of the aforementioned women on the aforementioned social media outlets, so HM is wise to bring some of it instore. We predict that queue on the 5 November release date will be a camping-out affair.

The campaign is likely to be racially diverse

Rousteing – who is mixed race – has long-pushed a more diverse idea of beauty, with models in his shows and advertising campaigns. Kardashian and her husband Kanye West starred in an ad last year, and Rihanna has, too. His latest show, for autumn/winter 2015, featured black models including Dunn, Joan Smalls and Tami Williams along with Indian Bhumika Arora and Issa Lish, who is Mexican-Japanese. Expect a similar policy for HM.

Geometric prints on the Balmain Spring Summer 2015 catwalk. Photograph: David Fisher/Rex Shutterstock

It’s a Marmite thing

Rousteing’s aesthetic – all glamour, no flats – isn’t for everyone. And, perhaps, such unapologetically OTT clothes may not work when translated to pieces for the high street. But the key is to buy carefully – less embellished pieces, more sexy ruched LBDs, of which there will no doubt be many. Those glamour-inclined will be, we predict, very happy indeed.

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