Olivier Rousteing's collaboration with H&M felt "extremely natural".
The creative director of Balmain has opened up about his collaboration with the high street retailer - with whom he is launching menswear and womenswear collections on November 5 - and admitted he is looking forward to "bringing everyone into the world of Balmain" after announcing the team up on Instagram.
The 29-year-old fashion designer told Vogue.co.uk: "I want to talk to my generation − this is my main aim as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain, getting a piece of the dream and creating a global #HMBalmaination: a movement of togetherness, fuelled on a hashtag. The collaboration felt extremely natural to me as H&M is a brand that everybody connects to. It calls for unity, and I am all for it."
Olivier revealed the news on his Instagram account, writing alongside a short video: "THE WORD IS OUT #secretrevealed join MY new ARMY #HMBALMAINNATION #areyouready?"
H&M's creative advisor Ann-Sofie Johansson is also thrilled to have teamed up with Olivier, whose designs are commonly sported by stars including Kim Kardashian West, Kendall Jenner and Jourdan Dunn.
She said: "With its mix of couture spirit and streetwear attitude, Balmain owns a unique style; opulent and direct, sensual and energetic. It is also closely linked to the entertainment and music worlds, which adds another element of surprise."