BALMAIN IS BACK TO HAUTE COUTURE

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Historic fashion house Balmain has decided to return to Haute Couture segment after years of absence.

The historic French fashion house, worldwide known for classic and extremely elegant style, has been missing from high fashion catwalks for more than 15 years. But it seems now ready to come back to light.

Balmain creative director, Olivier Rousteing, has announced that the fashion house will be back in Paris catwalks during the next fashion week in January.

In the nineties, with the arrival of Oscar de la Renta as creative director, the fashion house brought forward the vision of its founder Pierre Balmain. However, in 2002, still under the artistic direction of its most famous designer, Balmain announced the closure of the haute couture line during one last show.

However, in the following years, the fashion house achieved excellent results thanks to ready-to-wear collections. It is estimated that around 80% of the company’s turnover is sustained by this segment sales. Balmain is not the only brand that is reviewing its positioning strategy. Many fashion brand dismissed haute couture lines in favor of more profitable RTW second lines.

Furthermore, Balmain acquisition in 2016 by Mayhoola investment fund gave new life to the re-positioning of the Parisian brand.

Rumors compared to a possible revival of the maison had already run before the recent announcement at the WWD Retail & Apparel CEO Summit. Olivier Rousteing himself stated fashion house willingness to come back to high fashion scene soon.

Indeed, Balmain presented a capsule collection of evening dresses during Paris Fashion Week in January 2018. The collection 44 rue François 1er alluded to a return to the origins, due to the naming linked to Balmain historic address in Paris.

The date of the catwalk is still top secret and we will therefore have to wait for the next official announcement by the fashion house. The venue instead has already been announced. The fashion show will take place in rue du Faubourg St Honoré, in the center of Paris, at the flagship store recently inaugurated.

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