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Balmain Arrives on Madison Avenue — Again

: Balmain Arrives on Madison Avenue — Again The French brand is also introducing a monogram from the Seventies created by founder Pierre Balmain.

By Miles Socha on September 29, 2020


In a full-circle moment for the French fashion house, Balmain has opened a Madison Avenue flagship some 50 years after founder Pierre Balmain first hung out his shingle on the famous shopping street. It arrives along with a range of accessories in a monogram that Olivier Rousteing, Balmain’s current creative director, unearthed from the archives from that era and is eager to introduce to Millennials and Gen Z. He’s been flaunting it on Instagram and TikTok and greeted a visitor to his Paris office wearing a face mask bearing the interlocking Ps and Bs. “Without knowing the past, we can’t understand the future or the present. In New York, in America, they love this sense of heritage,” Rousteing said in his first joint interview with chief executive officer Jean-Jacques Guével, who joined last February from Zadig & Voltaire, just in time to finalize Balmain’s second-largest store in the world. It spans 3,500 square feet across a single floor. Rousteing allowed that Balmain is widely known for its links to pop culture — he frequently dresses the likes of Beyoncé, Kim Kardashian and Neymar — but probably less for being one of the oldest French fashion brands with a global resonance. It was founded in 1945, which means it’s 75 years old this year.

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