Olivier Rousteing hosts the Balmain x Evian in Paris. Kristy Sparow/Getty Images
At the Hôtel Plaza Athénée in Paris, Olivier Rousteing hosted a glamorous group of tastemakers, including muse Chloe Lecareux and choreographer Leo Walk. Champagne and canapes circulated the hotel’s famed Salon Organza—an opulent room overlooking a courtyard in full bloom. While a bottled water brand and a fashion house best known for its “demi-couture” may not be the most obvious match, the luxurious clothes proved skeptics wrong. Dreamy pieces in pastel pinks and baby blues offer the perfect looks for spring. The corsetry, denim, dresses, and suiting evoke the airiness and romance of Évian-les-Bains, the Alpine region from which Evian sources its water.
A few thousand miles away in Manhattan, downtown darlings and uptown aesthetes flocked to the Madison Avenue Balmain flagship to toast the capsule. Models and editors looked through the collection, which represents both companies’ shared commitment to environmental responsibility. The garments and accessories incorporate sustainable practices, materials, and innovations in a variety of ways. Garments incorporated recycled fibers (GOTS-certified1 organic cottons, FSC-certified2 viscose, and several GRS-Certified3 recycled materials), and the same goes for the line’s packaging with paper on pulp from sustainably managed FSC-certified forests and recycled plastic hangers and bags. Plus, the maison’s buzzy B-It slider shoe is also reimagined with plastic waste that was deemed unfit for recycling. The grand store turned into a carnival for the launch. Cotton candy machines delighted attendees as DJ MIKKS turned tracks. Photobooths and specialty cocktails added to the whimsy.
Paris and New York were only part of the global vision. This week, the capsule will be on view in Montecito, California. Stretching across the world in a single day, Balmain x Evian made its mark.
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