12 hours ago | By Cassandra Napoli
Big data meets consumer insights. Experience WGSN.
Jul 16, 2015
Following in their Kardashian sibling’s footsteps Kendall and Kylie Jenner share the spotlight in the Autumn/Winter 15 campaign from Balmain and are joined by sisters Gigi and Bella Hadid, and Joan and Erika Smalls, and brothers Armando and Fernando Cabral.
The sibling-centric theme gives the French luxury house’s casting choice the title of most racially diverse so far this season.
The Smalls are of Puerto Rican/Latin descent and brothers Armando and Fernando represent Portugal by way of Guinea-Bissau in West Africa, they share the limelight with the American Jenner and Hadid sisters.
Designer Olivier Rousteing, who continues to promote diversity on the runway and in his campaigns at Balmain, told Elle UK: “I don’t know my biological parents because I was born in an orphanage, so actually I’m part of the nation – the army of the world and that is what I’m building now.
“I use a lot of black women in my collections – that’s really important. Fashion needs more ethnicities, more diversities and strong women.”
Statistically, Balmain had the sixth most diverse runway show during the A/W 15 international season and the second most diverse in Paris behind Kenzo. This was in a season where 82.7% of the models booked during Paris Fashion Week were Caucasian, according to The Fashion Spot.
Shot by photographer Mario Sorrenti the campaign shares the same dark cellar basement set as last season’s advertisement and has built on the relationship theme of the Kim and Kanye West fronted S/S 15 ads with the idea of family influencing this season.
The campaign also marks the high fashion campaign debut of two of the sisters, Kylie Jenner and Erika Smalls. Kylie Jenner has so far left the luxury brand modeling gigs to sister Kendall, and Erika, who has modeled only once before alongside supermodel sister Joan for a Vogue editorial in August, 2012.
Pascal Dangin provided creative direction next to Phillipp Haemmerle’s set design.
Balmain has released a fresh image from the campaign Friday morning featuring a group shot of all the sisters together.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.