Balmain creative director, Olivier Rousteing has this season opted to make use of entirely digital models, the Balmain Army, for their newest range.
French fashion house, Balmain has unveiled its new models Margot, Shundu and Zhi. The three new additions are made of computer mode, meaning they are completely virtual, and are being referred to as the Balmain Army. The fashion house took to social media to show off some of their newest members adorned in their new collection.
“Anyone and everyone is always welcome to join Balmain army’s growing ranks – they need only share our bold spirit of adventure as our new virtual icons, Margot, Shundu and Zhi who mirror the beauty, the rock style and the confident power,” says Balmain’s official website.
The life-like models were created by photographer Cameron-James Wilson. Shundu, who was created in 2017, is well-known as the world’s first digital supermodel. Her Instagram following is approximately 140 000 and she has been featured in various campaigns including Rihanna’s Fenty Beauty and editorial shoots for Women’s Wear Daily and Cosmopolitan.
The popularity of virtual models is on the rise and Balmain’s creative director Olivier Rousteing is well-known for pushing the boundaries and bringing the fashion house to the forefront of the digital age.
“We need to change. We need to push boundaries. We need to talk to the new generation. We need to make fashion relevant,” Rousteing noted.
